This year, no member of the esteemed trio has clinched a major tennis title. Their influence, both on and off the court, has substantially shaped the game.
For around two decades, men's tennis has followed a particular pattern, with its three top stars intertwined through their rivalries, accomplishments, and careers. During this period, the sport often seemed to revolve around Roger Federer, Rafael Nadal, and Novak Djokovic, who claimed 66 of the 81 single grand slam titles between 2003 and 2023. However, this year marked a shift in men's tennis as none of the trio claimed a grand slam title, the first time this had occurred since 2002.
Although Djokovic continues to pose a threat for major titles, as demonstrated by his win at the Olympic Games in August, it's becoming increasingly clear that the sport is adjusting to life without the "Big Three." The impact they've left on men's tennis is significant, but the future looks promising with an influx of promising young players ready to fill the void left by Federer, Nadal, and Murray, who retired recently.
This new era is unlikely to replicate the past, with men's tennis finding itself in uncharted waters without its biggest icons. However, the sport is in good health, with talented up-and-comers ready to make their mark on both the court and pop culture.
'The Power Transference'
The influence of the "Big Three" has been waning for some time. Federer hung up his racket in 2022, while injuries have affected Nadal's performance, and he hinted at his own impending retirement. Andy Murray, who often challenged the dominance of the "Big Three," also retired recently.
Despite Djokovic's dominance in 2023, with three grand slam titles under his belt and only falling short in the final of the fourth championship in a thrilling five-set match, it seemed that he might buck the trend. However, Djokovic's last ATP title came in November 2023, indicating the potential beginning of a new era, with players like Carlos Alcaraz and Jannik Sinner emerging as the new faces of men's tennis.
The duo shared the grand slam titles this year, with Sinner, 22, claiming his maiden victories at the Australian Open and US Open, while Alcaraz, 21, added the French Open and Wimbledon to his tally, making it a total of four titles. Alcaraz also defeated Djokovic in two of the grand slam finals, while Sinner accomplished the same at the Australian Open.
Mats Wilander, a seven-time grand slam champion and Eurosport expert, spoke about this shift to CNN Sport, noting that Djokovic is not at his best form yet. Wilander praised the healthy transition of power from the older generation to the newer one, as the young players are surpassing tennis legends like Djokovic.
New rivalries have begun to emerge, most notably between Sinner and Alcaraz, with their five-and-a-quarter-hour clash in the US Open quarterfinal in 2022 earning recognition as 'the best match of the decade so far on the men's side,' according to tennis journalist Ben Rothenberg.
With the younger generation capturing titles more evenly, providing opportunities for players like Taylor Fritz, Frances Tiafoe, and Ben Shelton in the United States, as well as for others like Holger Rune and Daniil Medvedev, who won the US Open in 2021, a successful career in this era will look different from those of the "Big Three." It's unlikely that the new generation will match the 20, 22, or 24 grand slam titles won by Federer, Nadal, and Djokovic, respectively.
"There has to be a real recalibration ... because I already see people talking, like, ‘Can Alcaraz catch Djokovic’s grand slam record?’” Rothenberg told CNN Sport. “It's a totally unfair measuring stick to use to quantify the current greats. Being in a generation where these three men plus Serena (Williams) all broke the 20-grand slam title mark really warped the perspective on what makes for a great career."
'Breaking Barriers'
Even as the "Big Three" fade from the limelight, their influence will persist in this new era. Many upcoming players have watched and learned from their rivals, incorporating elements of their play into their own.
According to Wilander, while no one plays like Federer because of his exceptional clean technique and effortless play, newer generations may incorporate their slice backhand or come closer to the net occasionally. The newer generation tends to mimic Djokovic's basic style, while Nadal's influence can be seen in the increased racket head speed, enabling players to generate a significant amount of topspin by harnessing their strength and technique.
For a considerable period, the so-called "Big Three" have held sway, leading to a "lost generation" of players born during their reign, with the ages of top performers typically being either the tail-end or beginnings of their careers. Among this generation, only Medvedev and Dominic Thiem, who is retiring this year, have managed to claim a Grand Slam victory. As Simon Cambers, a tennis journalist and co-author of "The Roger Federer Effect," told CNN Sport, younger players have traditionally aimed for the quarterfinals, only to face the Big Three and then book their flights.
The pressure to keep up with the Big Three has already taken its toll on the younger players. According to Mats Wilander, the high level of physical fitness, technique, and mental strength demonstrated by the Big Three has forced newcomers to push their bodies to the breaking point, with young guns like Carlos Alcaraz already grappling with a series of injuries due to the intense, explosive nature of the sport. While Wilander believes the up-and-coming players will eventually adapt, he acknowledges that their careers won't resemble those of the Big Three, instead taking on a unique form that we should grow accustomed to.
Revamping tennis's image
Off the court, the Big Three, particularly Federer, have played a significant role in changing the public perception of tennis.
Jett Wright, a tennis agent at Topnotch Management, notes that tennis has gained an incredible amount of cultural relevance, both in terms of style and beyond, primarily due to the accomplishments of the Big Three. Renowned American novelist David Foster Wallace had even dedicated essays to Federer's play, praising it as "kinetic beauty" and eliciting "religious experiences" from those fortunate enough to witness his matches firsthand. Moreover, Federer's charisma, numerous brand endorsements, and friendship with Anna Wintour transformed him into a pop culture icon, moving the needle beyond mere athletics.
"I remember when Federer was voted the best professional athlete in the world," says Wilander. "And I don't even know if we had a tennis player have that before...Don't get me wrong, Pete Sampras, amazing athlete, Björn Borg. But with Federer, people started to get the idea that tennis players might be the strongest and quickest, with unbelievable stamina, flexibility, individuality, and mental strength."
By assuming this role, Federer laid the groundwork for the likes of Nadal and Djokovic to transcend the sport, gaining a foothold in the world beyond tennis.
Citing Matteo Berrettini and Jannik Sinner as examples, Simon Graf, co-author of "The Roger Federer Effect," explains that advertising in tennis has seen a significant surge in recent times, with brands investing more in the sport as it becomes increasingly aligned with contemporary fashion trends. More than 40% of brands have increased their investments in tennis during the past year, making it a go-to option for clothing and athleisure brands, according to SponsorUnited.
The next generation of stars is proving their worth by capable of driving high ticket prices as well, with the fifth-most expensive US Open men's semifinal on record taking place between Taylor Fritz and Frances Tiafoe, according to TickPick. The increased opportunities for more players ensure commercial opportunities aren't far behind, as brands can cultivate relationships with up-and-coming talents, knowing that they have significant potential to excel in the coming years.
With these younger stars stepping into the limelight, the heights achieved by the Big Three will gradually become a distant memory.
"Sport moves on all the time," says Cambers. "It seems strangely a long time since Federer played now. But these guys are so massive in terms of personality and impact that they'll be missed a lot."
CNN's Jordan Valinsky contributed reporting.
Tennis is experiencing a shift in power, with players like Carlos Alcaraz and Jannik Sinner emerging as the new faces of men's tennis. This year, both Alcaraz and Sinner shared the grand slam titles, making it a total of four titles between them.
The influence of the "Big Three" – Federer, Nadal, and Djokovic – is still evident in the new generation, as many upcoming players have learned from their rivals and incorporated elements of their play into their own styles.
