Tennis is all very civilised and non-contact. You only play in the warmer months when it's dry and never see a speck of dirt (except clay courts - which many casual fans don't even know exist!). You even get to have a rest every few seconds (between points) and even more every few minutes. When you sweat you've got guys handing you towels and you are free to use the bathroom. In cricket (and other team sports) slander is a way of life, in tennis you get a fine.
I'm sorry, but due to these reasons, tennis is never going to appeal to blue collar men in the same way as the sports you mention. Another problem is the fact it's primarily an individual sport. I find men love supporting a team and they will stick with that team for life. In tennis, you've got to change who you support when your player retires. Also, in most sports you get guaranteed matches, home and away, and 'grudge matches' every season. In tennis, there's always a chance your player will go out the in the first round. Team supporters also love the fact that guys are working together to achieve a common goal. Plus there's the merchandise, people love to support there team with jerseys, scarves etc, yes you can do the same with tennis, but there's no team colours and mascots.
I always make fun of Brad Gilbert for wanting to turn the ATP into the WWE, but looking at wrestling is a good example of what could work for tennis. Mean, vicious rivalries are the most popular thing in sports, thats why everyone remembers Borg/McEnroe and McEnroe/Connors in the U.S. even if they weren't alive at the time. As long as the players are in on the joke, talking shit about each other and hyping up rivalries in more personal ways would do wonders for Tennis
Also players should be required to wear a specific outfit or have some outfit quirk so people can support them. RF hats are a good idea, and I like Rafa's shoes, but that's only a start.
Basically we have to take the strengths of tennis, which are individual personalities, intense rivalries, and a fun to watch, easy to advertise with, extremely athletic sport, and cut out the weaknesses. Nationalism will never be as strong as regionalism, that's why no one cares about basketball or baseball in the olympics, promoting players as people rather than representatives of an area is the way to go.