👋 Welcome back to The Daily Theory, our morning rundown to help you stay on top of your favorite sport. I’m Allen McDuffee, your guide to all things tennis.

On tap today, we’ve got: Coco Gauff is the founder of a new venture, a demand for more cash at the majors, Challengers are coming to Tennis Channel, Danielle Collins takes on Jelena Ostapenko, plus more in tennis news today.

Let’s tennis!

Three Points

🎾 Pay up, major: A letter signed by the top 20 ranked players on the ATP and WTA tours demands more money from the Grand Slam events, which have among the worst payout ratios — less than 20% — from the money they bring in. The letter, first reported by L'Equipe, comes just weeks after the PTPA filed its lawsuit accusing the tours, the ITF, and the ITIA of acting as “a cartel.” This letter, which has the names of more current players behind it, is more focused and direct in its request and approach.

  • What she said: “I think that’s going to benefit all the players, not only the top players, especially those that work hard during the year and need to get paid from the Grand Slams and have to survive,” Qinwen Zheng said in Charleston this week. “That’s really positive, because if you look at basketball, they all get paid 50-50. The players, we’re working really hard, because I’m a tennis player I know how much I’ve worked to arrive here. We try to do what we can, and then let’s see what the gods brings to us. But at least we’re trying.”

🎾 Coco strikes out on her own: On Wednesday evening, Coco Gauff announced the launch of her new endeavor, Coco Gauff Enterprises — a venture represented and supported by WME. The new deal means her previous agency Team8, the group founded by Roger Federer and his agent Tony Godsick, is out.

  • What she said: “From the moment I first picked up a tennis racket, I’ve always believed my purpose extended far beyond the court. Today I’m thrilled to announce the launch of Coco Gauff Enterprises, a venture that reflects my passion for making an impact — not just in tennis, but in business, philanthropy, and beyond,” Gauff posted on Instagram.

🎾 Obvious partners: The ATP Challenger Tour and Tennis Channel have signed a deal to broadcast more of the Challenger events from around the world. Under the new arrangement, Tennis Channel will make hundreds of Challenger matches available each year. It will also produce original content to support the initiative — an important step in helping tennis fans understand the value and importance of the ATP Challenger Tour.

  • What the ATP said: “Partnering with Tennis Channel and other broadcasters means we can shine a global spotlight on the incredible talent in these events, giving players the platform they deserve and inspiring the next generation of stars. It’s another signal of our commitment to growing the game at this level,” said ATP Challenger Tour vice president Julia Boyadjieva.
  • What Tennis Channel said: “This partnership provides a unique platform to showcase the incredible talent and storylines of the ATP Challenger Tour. We are thrilled to be part of this exciting chapter and look forward to helping the Tour reach new audiences around the world,” said Tennis Channel’s Senior vice president for international and programming Andy Reif.
  • One takeaway: This is a positive move forward for professional tennis. It also proves that markets are made. They are created by people who see value in something. They put resources behind it. They create a supporting apparatus. They inform an audience. When does doubles get a turn?