The UNIQLO Interview: Cain Berry and the Premier Tier
Perhaps it is symbolic that the year in which wheelchair tennis celebrates its 50th anniversary is also a time when the sport takes one of its most evolutionary steps yet.
The extent to which the sport has developed since 1976 is remarkable and it is only right to give a huge nod of appreciation to the past and all those who have contributed to its rise.
To that end, the latest inductees – all Dutch legends – were last month celebrated and welcomed into the Wheelchair Tennis Hall of Champions at the ABN AMRO Open in Rotterdam, Netherlands.
The ABN AMRO Open is significant not only for being the venue for the latest wave of inductions, but also because it is emblematic of the direction of travel currently fuelling wheelchair tennis.
The ABN AMRO Open is a fully integrated event, meaning stars of the UNIQLO Wheelchair Tennis Tour compete alongside top ATP Tour players – not as a side show but a key part of the same tournament.
Such an occurrence is becoming more the norm than exception following the ITF's creation of the Premier Tier and a new calendar structure, which has been unfurled this season.
Cain Berry, the ITF’s Head of Wheelchair (Sport, Science & Pathway), and someone who has pushed the formation of the Premier Tier, is unequivocal about its potential.
Cain Berry is the ITF’s Head of Wheelchair (Sport, Science & Pathway)
“This is all about the evolution of the sport,” said Berry, who joined the ITF in 2023 after more than four years at the LTA. “It is big for the sport, possibly one of the biggest things that has happened to wheelchair tennis.”
The announcement of the Premier Tier last July was described in some quarters as a "giant step forward", while 10-time Grand Slam singles champion Alfie Hewett suggested it would "help players take their careers to the next level”.
As the name suggests, the Premier Tier consists of the most premium events on the UNIQLO Wheelchair Tennis Tour and boasts enhanced prize money, increased promotion, added visibility and a range of in-event activities away from the court.
It features more than 25 events with some integrated with ATP and WTA events. The Miami Open, which gets underway later this month, is the next integrated tournament on the calendar.
It needs stressing that the Premier Tier also includes key standalone wheelchair tennis events, which have played a critical role in the evolution of the Tour to date. Expectations are that these events are now more prestigious too.
“There is a lot of excitement around the Premier Tier,” added Berry. “So much of that comes from the players, who have previously been exposed to top-quality events on an infrequent basis.
“They have ultimately been looking for more, whether that is through more integrated events or an improvement in standard of standalone events. Those two things very much live together within the Premier Tier.
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“Putting wheelchair tennis on some of the biggest stages in tennis, as well as improving the overall experience of the highest-level tournaments, will enhance the careers of players, improve progression opportunities and add value to tournament organisers.
“The standing of the game will also be raised. A lot of the time, people only realise the beauty of wheelchair tennis once they have experienced it – and the Premier Tier enables us to take the product to more people.
“At the moment, wheelchair tennis can sometimes operate in the shadows a little bit, whereas we want it to be a greater force for good. To that end, the Premier Tier will benefit wheelchair tennis hugely and tennis more widely.
"It will elevate everything, unlock value, build equity and inspire more people to pick up a racket.”
Berry was at last month's ABM AMRO Open to see the latest edition of wheelchair players competing alongside their non-wheelchair peers – something which has been in place there since 2009.
The wheelchair tennis phenomenon that is Esther Vergeer is the tournament director, so that particular event is at a different stage of its integration journey than others.
Inevitably, however, Premier Tier status, whether it is tournaments that are integrated or standalone, will bring certain anticipations and Berry has a clear view on what success looks like this year.
“Launching the Premier Tier sounds like a new world and, in many ways, it is but there have been integrated events before,” he said. “This year is all about quickening the direction of travel of wheelchair tennis.
“We are laying foundations for the accelerated growth of the sport. Exactly where it ends up, we are not quite sure in terms of how deep this goes through the pathway – we will see what happens.
“Success this year would be positive feedback from players, organisers, fans and sponsors. We want all stakeholders and everyone involved to have a really great experience at Premier Tier events.
“Longer-term, we want competition for Premier Tier slots on the UNIQLO Wheelchair Tennis Tour. While this will mean we have to make some tough decisions, that competition will elevate the sport.”
The development of wheelchair tennis and the ITF go hand in hand. The ITF has invested heavily in wheelchair tennis since its inception and is proud of the progress the game has made during the past 50 years.
Indeed, in 1998 the ITF became the first international sports federation to fully integrate the wheelchair discipline into its governance structure and wider activities.
The drive to enhance the sport is unstinting and will not cease, with the establishment of the Premier Tier the next rung on that ladder. For more reasons than one, 2026 promises to be a monumental year.