As documented here, there, and everywhere, Pablo Cuevas has made the most of his quaran-time since landing in Australia for the year's first major.

Among the 72 players quarantined for 14 days after their flights to Melbourne were found to have people with COVID-19, some have opined at length on social channels and in the media about perceived injustices of their tight environs, provided meals and more aspects of the situation.


Meanwhile, Cuevas, from Uruguay and presently ranked No. 70, continues to let his room-bound workouts, self-care spa times, personal dance parties (replete with beer), and general positivity reign over all, as shared on his Instagram account, @pablocuevas86.

It's a remarkable contrast to the ATP player's previous personal branding, in which he was known as something of a (cliche alert) "bad boy" in his approach to tournament officials and opponents.


Just one short-but-long year ago, Cuevas became notorious for abruptly departing the court at the ATP Cup in Australia, objecting to the chair umpire telling him to give a better effort in his singles match.


He theatrically performed high-jumps and exaggerated his responses to in-match results of points to mock the umpire. Then packed up and headed off the court, before his opponent Nikoloz Basilahsvili talked him down. Cuevas would lose that match, going 0-3 for Uruguay. This year, Uruguay did not qualify for the reduced team event.

Back in 2016 at Wimbledon, Cuevas staged a "sit down" protest alongside partner Marcel Granollers, in a dispute with the chair umpire of their doubles match. He threatened to relieve himself and hit a tennis ball out of the court. Cuevas and Granollers lost that match 14-12 in the fifth set.

Down Under in 2021, proverbial true colors are being revealed by many. While some players have suffered family losses related to COVID-19, other players get angsty about the close confines of a high-end hotel room. Perspective remains key.


Cuevas' public-perception gains, from his hotel room of all places, will make for some goodwill capital once play commences at the Australian Open. Even if the fans not in the crowd in Melbourne, they will be rooting for him from afar.

Call it a case study as to how one can greatly improve on their personal brand simply by being real, fun and unique in a situation. Cuevas has done so, even as others on the ATP and WTA tours have only reinforced what onlookers aplenty already believe about them.