| After six years in a senior marketing role, Tennis West’s Head of Marketing, Partnerships, Events and Communications, Travis Kalin, should reasonably expect his performance to be measured against one outcome: has tennis in Western Australia become stronger, more visible and more attractive?
For many within the club community, the answer appears increasingly uncertain. State League should be Tennis West’s premier local competition—a showcase of WA’s best players, clubs and rivalries. Yet concerns persist that the competition has lost relevance, participating teams and public visibility. The absence of CEO Olivia Birkett from the 2025 State League Final also raised questions about how highly the organisation itself prioritises its flagship league event. Tennis West has announced marketing initiatives under Kalin, including streaming every State League match and partnerships with Grant’s Car Stereo and Kinetic. These should be acknowledged, however, Grants Car Stereo have subsequentially withdrawn their sponsorship of Tennis West. However, announcements are not the same as measurable results. Tennis West’s website confirms Kalin oversees marketing, partnerships, events and communications—placing sponsorship retention, media exposure and audience development firmly within his portfolio. Clubs and stakeholders deserve transparent answers about reported sponsorship difficulties, the current status of the Grant’s Car Stereo relationship, any funds allegedly repaid, and why Tennis West’s former visibility through outlets such as 6PR and The West Australian appears to have diminished. These matters should not be presented as established facts without documentation or a response from Tennis West. Meanwhile, more accessible sports are surging. Australian pickleball participation reportedly reached approximately 155,000 casual players during 2025, supported by energetic promotion, community programs and a compelling social proposition.
This is bigger than one employee. It is ultimately a leadership and board accountability issue. But after six years, Tennis West members are entitled to ask: what measurable growth has Travis Kalin delivered—and is he still the right person to lead the marketing revival WA tennis urgently needs?
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