Courtside advertising suddenly looks quite different. The traditional mainstays like Rolex and BMW and luxury car brands are still out there on the digital hoardings, of course. But they are increasingly sharing space with various cryptocurrency platforms and blockchain networks. It’s an interesting visual contrast for a sport that has historically been very particular about its aesthetic, pointing to a broader shift in who is funding global sports entertainment.

This presence goes much deeper than simple baseline signage. Running a modern tennis tournament requires substantial capital and organizers have found a willing partner in the tech sector. 

These blockchain firms have moved quickly from the margins of…