Top Tennis Stars Push for Bigger Slice of the Grand Slam Pie
As the Australian Open gets underway, some of the sport’s biggest names aren’t just chasing trophies-they’re pushing for change. A group of top-20 players, including Madison Keys and Alexander Zverev, have been leading a quiet but persistent campaign behind the scenes, asking tennis’ most prestigious tournaments to better reflect the value players bring to the sport-both in terms of prize money and overall support.
This isn’t just about dollars and cents. It’s about recognition, sustainability, and a seat at the table when it comes to decisions that shape the modern game.
Keys: “We Are the Product”
Madison Keys, the defending Australian Open champion, has emerged as one of the more optimistic voices in this ongoing conversation. She believes the players’ demands-more equitable prize money distribution, improved welfare provisions, and greater consultation on scheduling and tournament structure-are not only fair but overdue.
“We obviously give a lot of ourselves to this sport,” Keys said. “As we are the product, it makes sense for us to be partners.”
It’s a sentiment that’s resonating across locker rooms. Players aren’t just employees-they’re the show. And in a sport where Grand Slam events rake in massive revenue, the question players are asking is simple: Are we getting our fair share?
Zverev: “Not a Lot of Results”
Not everyone shares Keys’ optimism. Alexander Zverev, a three-time major finalist and last year’s runner-up in Melbourne, has been part of the same discussions-but he’s less convinced that real progress is being made.
“We’re playing the matches. We’re playing the tours,” Zverev said. “When we try to get into the politics, we don’t really have that much of a voice in it.”
Zverev has been in the room for many of the key meetings, representing the ATP player council. But he’s grown frustrated by what he sees as a lack of tangible movement. The core issue, he says, is fragmentation-tennis’ alphabet soup of governing bodies (ATP, WTA, ITF, and the four Grand Slams) often seem to be pulling in different directions.
“It sometimes does feel like the governing bodies don’t get along so well,” he added. “It’s very difficult to get them in one room and talk about what is good for the future of tennis.”
What the Players Want
The players’ concerns fall into three main buckets:
- Prize Money - They want a higher percentage of tournament revenue to go to the players, and not just at the top. The goal is to see more money trickle down to lower-ranked players who also help fill the draws and entertain fans.
- Player Welfare - From pensions and healthcare to maternity provisions, the group is asking for more long-term support, especially given the physical and emotional toll of the tour.
- Consultation - Players want a stronger voice in decisions that affect their lives directly-things like late-night matches, packed schedules, and the ever-expanding length of tournaments.
A Year of Meetings, Mixed Results
This movement didn’t start overnight. Nearly a year ago, a group of top players-Keys, Zverev, Coco Gauff, Aryna Sabalenka, Jannik Sinner, Alex de Minaur, Casper Ruud, and Belinda Bencic-began formal talks with Grand Slam officials. Former WTA chairman and CEO Larry Scott has been representing the players in these discussions.
The first major sit-down happened at last year’s French Open, followed by individual meetings with each Slam. According to Keys, those conversations were “the most productive” the players have ever had with the tournament leaders.
“That leads me to be carefully optimistic for the future,” she said. “But I really think it’s in everyone’s best interest to continue to be really good partners to each other. We all need each other.”
Zverev, however, remains skeptical. While the meetings happened, he’s not convinced they’ve led to meaningful change.
“Most of the time it’s a lot of investments, time-wise, from our side, but not a lot of results,” he said. “Which is sometimes a bit upsetting.”
Grand Slams Respond
The Grand Slam tournaments have defended their current offerings, pointing to rising prize money and world-class facilities. This year’s Australian Open is handing out a record A$111.5 million (approximately £55 million) in prize money-a 16% increase from last year and the largest player fund in the tournament’s history.
Tournament officials say that figure represents 21% of the Australian Open’s revenue. But the players’ representatives argue that when you look at Tennis Australia’s total income, the payout is closer to 16%-a number they say still doesn’t reflect the players’ true value.
Coco Gauff, the reigning French Open champion, summed up the sentiment: “The percentage is still not where we would like it. I think there are still further conversations that have to be had, not just with the Australian Open but with all the Slams.”
From Gauff’s perspective, there’s been movement-but not enough.
“From my last update, the collective feeling is there has been progress,” she said. “But I still think it’s not where we would like to see it.”
The Road Ahead
This isn’t the first time tennis players have pushed for more, and it likely won’t be the last. What feels different now is the level of organization and the willingness of top stars-players with real drawing power-to speak out and get involved in the process.
For now, the ball is in the court of the Grand Slam organizers. The players have made their case.
They’ve shown up to the meetings. They’ve laid out their concerns.
And while there’s still a long road ahead, the message is clear: the stars who carry the sport want more than applause-they want partnership.