MONACO - October 22, 2025 - Parrot Analytics today released “Which Grand Slam Travels Best? The Hidden Power of Narrative in 2025” at SPORTEL Monaco, a new report that ranks the four tennis majors by their global commercial value. The study uses Parrot Analytics’ Travelability metric (how far a Slam’s demand moves beyond its host nation) and Retention metric (how long that demand lingers after the final) to provide an empirical framework for valuing sports properties.

“For the first time, we can quantify the commercial hierarchy of the Grand Slams. The data shows Wimbledon’s prestige makes it a blue-chip asset, delivering stable, long-term value for investors and partners,” said Amit Devani, Global VP of Insights at Parrot Analytics. “In contrast, a powerful narrative can make an event like Roland Garros perform like a volatile growth stock - capable of explosive returns but with far greater risk and faster decay. This framework changes how rights should be priced and partnerships should be structured.”

Key findings from the report:

• Wimbledon’s Prestige Delivers Blue-Chip Returns: The tournament’s institutional brand equity makes it the sport’s most stable asset. Its superior retention was empirically proven, with home-market demand falling only 31.8% in the week after the final - making it the most durable of the four majors.
• Australian Open’s Time-Zone Headwinds Cap Value: In stark contrast, the Australian Open’s audience demand collapsed by 62.6% in its home market in the week following the tournament, demonstrating nearly twice the audience decay of Wimbledon. Despite a reported global reach of 1.9 billion, its unfavorable time zone resulted in the men's final averaging just 465,000 viewers in the US.
• Roland Garros’s Narrative Drives Volatile Growth: The epic Alcaraz-Sinner final demonstrated how a compelling storyline can ignite international interest. The match drove travelability to 80% in Alcaraz's Spain and 77% in Sinner's Italy, but attention faded quickly once the narrative concluded.
• US Open’s Spectacle Creates a High-Reward Asset: By combining the season-long rivalry with cultural spectacle, the US Open achieved both reach and endurance. The event drove travelability to Italy to 91% and produced a retention curve that suggested it could rival Wimbledon's, proving the commercial power of mass-market relevance.   

For rights holders, broadcasters, and sponsors, the report offers a clear playbook. Travelability data can be used to segment and price international media rights, while Retention metrics can define valuable activation windows for sponsors and shoulder programming.

In rights negotiations, the events that travel furthest and last longest command the premium - and the partners who program and price against those curves command the return.

The report reflects Parrot Analytics’ broader Sports Analytics & Valuation approach: Identifying target audiences, expanding demand, and maximizing value. By connecting fan demand to outcomes - sponsorship lift, media-rights pricing, subscriber acquisition and retention, program scheduling, and PPV/event forecasting - Parrot Analytics helps rights holders, federations, and partners quantify what any league, team, athlete, or sports title is worth in any market and optimize the strategy around it.

Report Method Note: Demand is expressed as “x times the demand of the average title” per market; travelability compares non-host markets vs. the host; retention measures post-final demand decay over the following week.

About Parrot Analytics

Parrot Analytics is the leader in global media and entertainment analytics - powering leading studios, streaming services, networks, production companies, talent agencies, entertainment law firms, game studios, sports leagues, film funds and government agencies to make smarter decisions in today’s economy. The company values content, talent, IP and sports by measuring over 2 billion audiences globally. By providing the industry’s leading AI-powered analytics solutions, Parrot Analytics solves the industry’s most existential questions: From measuring content revenue on streaming services and forecasting box office success, to valuing sports, IP and talent rights. For more information about Parrot Analytics, see: www.parrotanalytics.com