Event in Madrid featuring high-profile techno DJs and ultra-violet tennis courts.
Let’s face it, tennis is in major need of an extreme makeover. Its popularity has been in steady decline since the 1980s. It’s not an urban sport like basketball, nor does it elicit hotheaded nationalism the way soccer does. Can Sony Ericsson save this dinosaur of a sport with glowsticks, neon, and designer drugs?
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