Commentary: Serbia Open 2010

A fistful of spectators

It was a hard choice for players to decide if they should play in Estoril, Munich or Belgrade, all the same week. But it is a question if this much spectators (almost empty stadium) deserve better. Was it about bad marketing, lower quality than expected or just an absence of interest and culture of watching tennis?


By MARKO ANDREJIĆ (marko.andrejic@wavemagazine.net)
from Belgrade, SERBIA


Belgrade, the capital of Serbia, has become a part of ATP Tour last year, when the first Serbia Open took place. Tennis is a very popular sport here and it was a logical next step to bring the professionals and organize event that will offer people a chance to meet the best of the best. Novak Đoković was the best possible person to lobby for the tournament and certainly someone who knows how the whole machinery works. He and his family did a great job with organizing Serbia Open 2009 and it was successfull, it was interesting, crowded and something new. How about this year?

Although the tournament is still in the lowest category 250 (everything goes with the time and development), it was expected to see at least one step higher level of players than last year. Novak Đoković was the No.1 seeded but after hard win in the first match (second round), he lost by retiring against young Serbian Filip Krajinović and so he disappointed spectators who came to MGM complex mostly because of him. Another Serbian player, Janko Tipsarević decided to withdraw from the tournament on the very first day, because of illness. Tomy Robredo, who was announced as No.2 seeded with wild card from the organizers (two days before tournament), also had to cancel because of injury, just the day after. Ivan Ljubičić, who was one of the most attractive players last year, did not come to Belgrade and the surprising runner-up of 2009, Polish player Lukasz Kubot has misteriously disappeared from the main draw when the tournament started (he was confirmed before). Spectators had to accept the last year's familiar faces, like Ivo Karlovic, Sam Querrey, Andreas Seppi, Igor Andreev, Olivier Rochus, and Serbian Viktor Troicki, together with reinforcements - John Isner, Stanislas Wawrinka, Horacio Zeballos, Florent Serra...

Speaking frankly, we can't blame players for their choice, because it was hard to decide among Estoril, Munich and Belgrade, all played the same week. But it is also true that spectators were one of the worst parts of this year's tournament, so it is a question if they deserve better. It's nothing new to see empty stadium during the week, that happens everywhere for different reasons - not so interesting matches in first rounds, working hours, busy people, expensive tickets... But it is really not so usual to see the Opening Ceremony with red carpet, fireworks, Mayor of the city, and - let's say 300 people present at the stadium. Or the final match with hardly half of the seats used. It was a little better only during two, or better say - one and a half match of Novak Đoković.

Economic crisis has its impact, but it's hard to accept that tickets of 8,- or 12,- EUR were too expensive. Was it about bad marketing, lower quality than expected or just an absence of interest and culture of watching tennis? Maybe some analysis will bring the answers and show the organizers right way for the next year, because Serbia Open should really become a brand of Belgrade and Serbia. It is something needed for every city of this size and importance.

Talking about the whole event, organizers made some improvements - higher capacity of the Central Court (how ironic); more different activities outside the courts and stadiums, such as big stage in the centre of the complex "Milan Gale Muskatirovic" and promo village, where music was playing between and after matches; sponsors tents, funny games and cafe/restaurants were brought together, which was better solution than last year, although a little bit crowded. Maybe it was too commercialized in some way, but one thing is for sure - the big statue of Novak Đoković, in the middle of MGM complex, dressed like Middle-Age knight (or so), really missed its point and crossed the borders of good taste.



(Published: 10.05.2010.)