Joao Fonseca, a 19-year old from Brazil, emerged as a main character on the global tennis stage around this time last year. Fans, press and pundits flocked to him, much like they once went ga-ga for Guga, aka Gustavo Kuerten, the last great champion from South America’s largest nation. Portuguese-speaking compatriots of the young man soon coined a word for the global hype surrounding their new star: Fonsequismo.
Think “Beatlemania,” or the phenomenon that spawned the “Swifties.”
The symptoms of such fan delirium are similar, as are the requirements for attracting such a passionate following: great talent, success and personal appeal.
Fonseca has all three, and it has landed him in the company of elite peers—superstar rivals who have embraced him with an unusual degree of enthusiasm, given that his aim is to eat their lunch.


