Billie Jean King Urges Tennis to Modernize: “We’re Losing Out on Millions”

Tennis icon suggests merchandising and uniform changes to boost revenue and engagement…

Tennis legend Billie Jean King has sparked renewed debate ahead of the 2025 Wimbledon Championships, urging the sport to embrace innovation and evolve beyond its deeply entrenched traditions.

In an interview with The Telegraph, the six-time Wimbledon singles champion expressed concern that tennis is failing to capitalize on modern commercial opportunities—particularly by clinging to its strict uniform policies.

“We’re losing out on millions and millions because of that,” said the 81-year-old.

“Numbers are really important! Kids love numbers, and they can retire numbers—like a Federer. It’s so obvious.”

From uniform rules to merchandising: King’s vision for the future

King proposed a progressive merchandising model that mirrors approaches used in other major sports. She suggested allowing players to wear jerseys with names and numbers, opening the door for individual branding and enhanced revenue streams for both athletes and tournaments.

“I’d have merch with their names on the back so they’d make money, the tournament makes money—everybody makes money.”

She also criticized the traditional all-white attire at Wimbledon, pointing out that it diminishes the spectator experience, especially on television where players can be difficult to distinguish.

“I shouldn’t have to rely on a small graphic or indicator on screen to know who’s who… I should be able to tell immediately. My sport drives me nuts.”

Wimbledon’s dress code: tradition or barrier to progress?

Wimbledon has enforced its iconic all-white dress code since 1963. The rule was further formalized in 1995, requiring players to wear clothing that is “almost entirely white,” with any trim in other colors restricted to no more than one centimeter.

While Roger Federer famously pushed the boundaries with gold accents on his apparel, others have faced penalties. Nick Kyrgios, for example, was fined £1,100 in 2022 for wearing red and white Air Jordans on court.

However, signs of change have emerged. In 2023, the All England Club relaxed its dress code for women, allowing players to wear dark-colored underwear to reduce anxiety during menstrual cycles. That same year, Italian player Jannik Sinner was permitted to carry a non-white Gucci bag—an exception that hinted at a shifting attitude.

Despite these adjustments, King insists more comprehensive reform is necessary to modernize the sport and make it more financially and culturally competitive in today’s landscape.

A new era or unwelcome disruption?

While Wimbledon’s traditionalism is a key part of its identity and appeal, critics argue that rigid adherence to outdated customs could hinder the sport’s future growth.

“They both have white on. You can change tradition,” King stated.

As one of the most influential figures in tennis—both as a 12-time Grand Slam champion and a trailblazing advocate for equality—Billie Jean King’s call for modernization may once again push tennis toward the kind of change that ensures it stays relevant to future generations.