TURIN — In the high-stakes, pressure-cooker environment of the Nitto ATP Finals, where the world's top eight teams battle for one of tennis's most prestigious titles, perfection is a near-impossible dream. Yet, for British doubles star Joe Salisbury, it has been his reality for an astonishing four years.
Since a group-stage loss alongside American partner Rajeev Ram in their debut appearance at the 2021 tournament, Salisbury has crafted a flawless, record-breaking winning streak at the season-ending championships. He has not lost a single match at the ATP Finals since that November day in 2021, a run of dominance that now stands at a perfect 10-0 across the 2022 and 2023 editions, and he has continued this streak with a win in his opening match of the 2024 tournament.
This unparalleled run has positioned Salisbury and Ram, the top seeds in Turin this year, on the precipice of history and a colossal financial reward. A third consecutive ATP Finals title would not only etch their names deeper into the record books but also secure the undefeated champions a staggering payday of £728,000 (approximately $923,000).
A Partnership Forged in Turin Triumph
The seeds of this incredible streak were sown in the disappointment of 2021. Having qualified for the first time as a team, Salisbury and Ram won their opening round-robin match but fell in their next two, failing to advance from the group. That taste of defeat, however brief, proved to be a critical turning point. "We learned a lot from that first experience," Salisbury has reflected in the past.
The following year, they returned to Turin a transformed and virtually unstoppable force. They stormed through the 2022 tournament without dropping a set, culminating in a comprehensive victory over Nikola Mektić and Mate Pavić in the final. They replicated this flawless performance in 2023, again winning all five of their matches to defend their crown, this time defeating Marcel Granollers and Horacio Zeballos.
This sustained excellence is a testament to their synergy and resilience. Their strengths are perfectly complementary:
- Relentless Returning: Salisbury’s aggressive returning, particularly on the backhand side, consistently puts opponents under immediate pressure.
- Impenetrable Net Play: Ram’s razor-sharp reflexes and volleying prowess make the middle of the court a no-fly zone.
- Clutch Mentality: Perhaps their greatest asset is their ability to elevate their game on the biggest points, a skill honed through years of partnership.
The 2024 Campaign and the Quest for a Historic Three-Peat
The 2024 ATP Finals in Turin presented a new challenge, but the opening match showcased the same old dominance from the Anglo-American duo. Facing the seventh-seeded team of Marcelo Arévalo and Mate Pavić, Salisbury and Ram secured a commanding 6-4, 6-4 victory, extending Salisbury's personal winning streak at the event to ten matches. The win was a statement of intent, demonstrating that their quest for a third consecutive title is very much alive.
Achieving a three-peat at the ATP Finals is a rare feat in the Open Era, placing Salisbury and Ram in contention to join an elite group of doubles legends. The last team to win three straight titles were the Dutch duo of Jacco Eltingh and Paul Haarhuis, who dominated from 1994 to 1996. A victory this week would not only tie them with the Dutch pair but also solidify their case as one of the greatest doubles teams of the modern era. "It’s what we play for, these big moments," Salisbury said after their opening win.
The Lucrative Prize on the Line
Beyond the glory and the historical significance, the financial incentive is monumental. The ATP Finals offers the largest prize purse in tennis outside of the four Grand Slams. For the 2024 tournament, the total prize money has been set at a record $15.75 million, shared across both the singles and doubles draws. The undefeated champions in doubles will split £1.456 million ($1.847 million).
This means that if Salisbury and Ram can navigate the round-robin stage and win two more knockout matches without a blemish, they will each pocket approximately £728,000. This single-week earnings potential dwarfs the prize money for winning many ATP Tour Masters 1000 events, underlining the immense value of their Turin streak.
The Secret to Sustaining Excellence
Maintaining such a high level of performance in a tournament that exclusively features the world's best requires a unique blend of skill, fitness, and mental fortitude. Salisbury attributes their success to a deep-seated familiarity with the conditions and the format. "We know what it takes to win here now," he has stated.
Their coach, former doubles specialist Jeff Coetzee, points to their unwavering professionalism and ability to handle pressure. "They treat every point with the same intensity. In a tournament like this, there are no easy matches, and Joe and Rajeev never allow themselves to believe there are."
The partnership's longevity is another key factor. Having been together since 2019, they have accumulated three Grand Slam titles (two US Opens, one Australian Open) and spent significant time as the world's No. 1 ranked team. This shared history provides a reservoir of experience and trust to draw upon when matches get tight, a common occurrence in Turin.
A Legacy Being Written in Real Time
As the 2024 tournament progresses, every match Joe Salisbury wins adds another layer to a legacy that is already remarkable. His four-year unbeaten run at the ATP Finals is a statistic that resonates across the sport, highlighting a level of consistency and big-match temperament that is rarely seen. It is a streak built on the foundation of a perfect partnership with Rajeev Ram and a mastery of the unique challenges posed by the season finale.
The tennis world now watches to see if the streak can continue. Can Salisbury and Ram complete the three-peat and claim the life-changing £728,000 prize? Or will another elite team finally solve the puzzle that the British-American duo have presented for the past four years? For now, Joe Salisbury remains the undisputed king of the ATP Finals, a player for whom the sport's most exclusive club has become a personal fortress.
The journey continues with their next round-robin match, where they will aim to move one step closer to an unprecedented modern-era achievement and further cement their status as all-time greats of the doubles game. The streak, for the moment, remains very much alive.