ATX Open, Unrivaled demonstrate the value of building player-centric facilities for athletes

The GIST: Last week, Front Office Sports covered the ATX Open’s rage room, an idea that came from Jessica Pegula on the podcast she launched alongside Madison Keys, Jennifer Brady, and Desirae Kawczyk. After countless women players have been criticized for showing their frustrations on the court, Pegula argued athletes need this — and the tournament agreed.

• This week, we also spoke with Unrivaled president Alex Bazzell about league partner Samsung’s strategy in offering players a rest club. Let’s explore how innovations in player facilities are coming from savvy women athletes, and how brands are finding ways to bring these concepts to life…and getting great press along the way. A win-win.

The facilities: Bazzell told us how intentional facilities courted brand interest, allowing them to integrate products and assist players all while building affinity among athletes and fans. “Being detail-oriented is what led to our early success,” he said. “Unrivaled identified a need for a rest area, and we were able to organically integrate partners [like Samsung].”

• Bazzell said he wants to treat the best players in the world as such, which is why Unrivaled considered player needs with facilities like a lounge and sauna. “And because players are owners, we can have these kinds of conversations,” he said.

• Bazzell also mentioned how Samsung’s sponsored content studio “allows athletes to showcase their personalities” and lets them further unlock sponsorships. “They’re skyrocketing in value because of what they’re doing from a social standpoint.”

Zooming out: We have so much to learn from the athlete experience, and seeing tournaments and leagues embrace athlete-driven concepts in real time helps them stand out. Women’s sports organizations are used to throwing things at the wall to see what sticks, and when these opportunities come up organically, brands should take the lead and get involved.

• Samsung also supports Unrivaled’s Sephora Tunnel Walk by including a tablet at the end where players can see themselves, record content, and post immediately. Per social media director, Ali Palma, athletes want to be posted on socials — so much so they’ll even use dedicated Samsung phones to do so. Plugged in.