Beyond the Court: Uzbekistani athlete utilizes sport media to promote social change

Lyubov Smirnov spent her childhood playing in stadiums and gyms while her father trained some of Uzbekistan’s greatest athletes. Given Lyubov’s proximity to sport in her early years, it is no surprise that she quickly took to the tennis court at the age of 11. Through her own athletic endeavors and those of the athletes her father coached, Lyubov witnessed firsthand the capacity of sport as a catalyst for social change, leadership, and community. While Lyubov continues to play tennis at the amateur level, she has managed to integrate lessons learned on the court in her career in marketing.

After graduating from university with degrees in foreign language and marketing, Lyubov has provided countless clientele with adaptive, globally relevant media content across a variety of industries, especially hospitality. In recent years, Lyubov combined her media expertise with her passion for sport and community by founding Tennis Family Uzbekistan, the nation’s leading tennis media campaign, which has increased the sports’ relevance and accessibility throughout Uzbekistan.

While Uzbekistan is among the leaders of Muslim countries for female leadership and participation in sport, enduring social stigmas continue to bar women from pursuing sport as a viable career option. At the GSMP, Lyubov aspires to combat these attitudes by developing media content that highlights the strength and beauty of female tennis players in Uzbekistan and promotes opportunities for technical improvement in sport.

Lyubov will be mentored by Joanne Wallen, Sr. Director, USTA National Campus, and her team at the U.S. Tennis Association in Orlando, Florida.