John Butler has delivered unparalleled ROI for fans, sponsors, civic partners and the game of tennis via creative and interactive physical programming on-site, on-the-town and in communications to fans and brands around the world.

From grassroots ATP Challenger Tour events to top-level ATP Tour spectacles like the Delray Beach Open which John ran for more than three decades, to the charm of ATP Champions Tour legends matches, John has continually innovated to cross market and grow the game’s appeal.

In this episode, John talks with Peter and me about the state of tennis and the solution he drafted and shared with leaders from the ATP, Tennis Australia and WTA.