Served with Andy Roddick cover image

Djokovic Out of Rome, Sinner Returns plus Sabalenka Reigns and Ruud Breaks Through in Madrid

Served with Andy Roddick

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The Name Game: Branding and Identity in Tennis

This chapter explores the controversial renaming of the French Open to Roland Garros, examining its marketing implications and public reactions. The discussion includes the influence of identity on branding in sports, alongside speculation about the strategic intent behind the name change.

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