It was mentioned at some point earlier that ETA didn't buy into the idea of a corporate sponsorship for the entire academy as Port Washington did, but Wallace still draws distinct connections between tennis and consumer culture. I thought it was interesting that he'd take the time to mention who was sponsored by whom, who's logos were plastered on whose gearbags. And this is just in the Jrs, the tournaments that rarely make it on television.

In our reality, sports is a huge outlet for consumerism, the incredible SuperBowl ad prices, and the brand recognition that seems to skyrocket the moment a popular athlete signs on with the brand.