In the city famed for what is sometimes called the ‘Crossroads of the World’, tennis finds itself at another juncture.
Serena Williams has just exited the stage in New York. Roger Federer, ahead of her in age, is not far behind from leaving. So too, Rafael Nadal and Novak Djokovic.
Replacing this crop of superstars in the minds of the general fan is a conundrum the sport has long faced.
World number one Iga Swiatek has shown this year she has the game. Whether the 21-year-old Pole has the longevity, and the pulling power, remains to be seen.
But walk through Times Square this fortnight while the US Open is taking place – the captivating crossroads where millions of tourists are popeyed by gleaming light-emitting diodes – you will see Swiatek’s face splashed across two digital billboards.
“That’s probably the most popular place I’ve had my face on,” Swiatek said.
“It’s pretty amazing. It shows how much progress I have made on court but also off court that I’m in such a spot.”
Williams’ retirement leaves a chasm in the women’s game in terms of star power.
Not only has the 23-time major singles champion showcased incredible talent on the court, she has transcended the sport through effortless marketability and a powerful voice used to shine light on a range of social issues.
For Swiatek, who describes herself as an introvert, being anointed as a spokesperson for the sport does not necessarily feel natural.
“I still haven’t figured out what my role is going to be precisely,” Swiatek, who plays American Jessica Pegula in the US Open quarter-finals on Wednesday, told BBC Sport.
“For me, I like to choose what I’m comfortable at and having balance of that.
“If I am going to be a voice of everything right now I’m not going to cope with being focused on my job. At the moment I’m concentrating on playing.”
But taking over as the world’s best player comes with increased status and scrutiny. The news conferences are fuller, the questions become of a wider scope. More emphasis is placed on the answers.
Swiatek does not always appear totally comfortable with some topics and often admits that when asked a question about something she feels she does not know enough about.
“It is a decision of any…
Click Here to Read the Full Original Article at BBC Sport – Tennis…