6

Conduct Unbecoming

The sport had grown exponentially, but the Code of Conduct only amounted to a 12-point list of guidelines on a piece of card in 1975 that referees and line judges — mainly amateur — adhered to. It was after Arthur Ashe and Ilie Nastase’s double disqualification in a round-robin match at the 1975 Commercial Union Masters in Stockholm on 30 November 1975 that it became obvious that acceptable behaviour — in what historically been considered a gentlemen’s game — needed to be codified. The paper-thin tennis rulebook and how the sport was officiated was brought into question.

An incensed Ashe, then ATP President, began to write a formal Code of Conduct with Donald Dell, the ATP General Counsel, outlining standards and practices. Years later, Ashe told the German Referee, Horst Klosterkemper, “That night, I knew I had to sit down and begin building on the Code of Conduct. It’s a shame that this incident happened, you did your best. But the rules did not exist.”

7

Marketing & Moustaches

John Newcombe, one of the first players to use a sports psychologist, would, 45 minutes before every match, visualise how play would unfold. It worked as he captured 26 major trophies — seven singles, 17 doubles, two mixed doubles — during his illustrious career. 

The Australian was chairman of the International Tennis Players Association in 1969, with Charlie Pasarell as secretary, and both were later instrumental in founding the Association of Tennis Professionals.

Newcombe, the second No. 1 in the Pepperstone ATP Rankings, was also a pioneer in tennis marketing. “They wrote that my moustache was insured for $13 million,” said Newcombe, when his then agent Bud Stanner realised the key to the Australian’s commercial success was his face and personality. The ‘recognition factor’ became his droopy moustache on a series of marketing campaigns and products. “There was a close shave for my moustache. I was drinking a spectacular concoction called a Flaming Hooker, a cocktail that you light, and the fiery alcohol damned near burned my mo right off.” 

Newcombe, like Stan Smith, was a forerunner of today’s athletes who measure their brands in tens and even hundreds of millions of dollars.

14

A Star Is Born

Such was the impact of Boris Becker flinging, lunging and diving around Wimbledon’s courts in the summer of 1985, that when he ultimately lifted the famous golden trophy aged 17 years and seven months, the tennis world knew full well that an outstanding, new talent had exploded onto the scene.

Becker had charisma, and in partnership with his manager, Ion Tiriac, had become a household name within a year of turning pro. As the sport transitioned to graphite frames in the 1980s, Becker’s booming serve and athleticism ensured he could go on all-out attack instantaneously.

In 11 of 16 years, the German was ranked in the Top 10 of the Pepperstone ATP Rankings and his powerful, animated game inspired a new generation to follow suit and helped to grow the ATP Tour.

But he would prove to be among one of the last great serve-and-volley players (along with Stefan Edberg and Pete Sampras) as the changing game tipped the scales in favour of great returners and baseliners.

15

Asian Ascent

At a time of enormous political struggle and upheaval, when rival circuit promoters looked to sign the very best players, Jack Kramer, the power-broker, flicked through his contacts book in an attempt to bring the sport together; solidify the game and make the decision to switch to Open tennis in April 1968 pay off. Kramer formed the idea of a year-end championship, as the conclusion to a Grand Prix circuit, in late September 1969. 

Ten months later, in signing an agreement with Yoshio Aoyama, a promoter of international artists, tennis came to Tokyo for a first top-level, officially sanctioned tournament, the 1970 Pepsi-Cola Masters [now named Nitto ATP Finals], which was held at the Metropolitan Gymnasium. The event created a boom in the country and resulted in the Fred Perry Japan Open Tennis Championships, first held in 1973 at the Den-en Colosseum.

By 1983, the Ariake Tennis Forest Park was established and a 10,000-seat stadium, the Ariake Colosseum, came into being four years later. It was renovated in the build-up to the 2020 Olympics and remains the home of the Rakuten Japan Open Tennis Championships, an ATP 500-level event.