Written by: James Langridge - Client Growth Director
This year watching the US Open tennis, I noticed something different. For years, Nike and adidas owned the courts. Head-to-toe deals with the biggest names. But this week? The logo landscape looks nothing like five years ago.
Here’s what I saw, why it’s happening, and what pharma marketers can learn about engaging the next generation of clinicians.
What’s happening in tennis?
- The era of two-brand dominance is over. Nike and adidas still matter, but their share of visible sponsorships is sliding fast
- Athleisure brands are moving in: Frances Tiafoe signed with Lululemon this year; Jack Draper with Vuori
- Designer collabs courtside: Miu Miu x New Balance capsules and Khaite custom kits
- 40+ apparel sponsors active across the tours in 2025 vs. a handful a decade ago
- Even lesser-known qualifiers are repping niche brands - visibility is no longer reserved for the Top 10
Why is this happening?
- Athletes want more creative control and identity → Co-designed collections, signature shoes, lifestyle storytelling
- Challenger brands see white space → They position as style-forward, performance-credible, and culturally relevant
- Event-based relevance wins → The US Open is as much about NYC fashion as forehands
- Early bets pay off → Brands sign players in the “qualifying draw” before they break big
What can pharma learn?
- Co-create, don’t dictate → Just as athletes co-design their kits, let rising physicians co-create educational content, podcasts, or explainer videos with their name on
Speaker-led programs remain one of the most preferred and effective HCP educational channels (IQVIA data) and NPS MedicineWise local P2P educational modules receive 80–99% relevance ratings from clinician participants - Find the future stars early → Invest in residents and fellows with mentorship programs or advisory boards before they hit KOL status
Peer networks and trainee-based programmes effectively source future leaders - Make it cultural, not clinical → Tie collaborations to big moments (medical congresses, awareness days) with high-visibility content that feels relevant
A top-20 pharma company using Onomi’s congress engagement suite of activities reported +31% lift in HCP interactions around scientific meetings, after deploying coordinated pre/ during/ post tactics - Offer prestige, not just payment → Spotlight young clinicians in “Future Leaders” reports, feature them in case studies, and make them feel like voices that matter
87% of HCPs appreciate remote or hybrid engagements, and 80% distrust standard digital content, showing that trusted, peer-delivered voices matter (2025 PharMethod Guide)
Tennis is changing because athletes demand more than a logo - they want partnership, creativity, and relevance. So do rising clinicians.
If pharma brands want to engage the next generation, the playbook is in the Arthur Ashe Stadium: co-create, elevate early, and make the experience matter.
Are you doing enough to engage the next wave of clinician leaders before they hit the big stage?
Get in touch with Orchard Group to find out how we can help: hello@orchard.com.au
