The Business of Endorsements in Tennis

A Comprehensive Analysis of Sponsorship Dynamics and Market Trends in 2025

Key Takeaways

Endorsements Surpass Prize Money: Top tennis players now earn more from endorsements than from tournament winnings, highlighting the shift towards off-court revenue streams.
Rising Stars Lead Sponsorships: Young athletes like Carlos Alcaraz and Jannik Sinner dominate the endorsement landscape, attracting major global brands.
French Players Gain Market Traction: French tennis players are increasingly securing significant sponsorship deals, enhancing their market presence both locally and internationally.

Overview of the Tennis Endorsement Landscape

The business of endorsements in tennis has evolved into a crucial component of player earnings, often eclipsing prize money for top athletes. In 2025, the endorsement ecosystem is characterized by a blend of established legends and emerging stars, with a noticeable rise in the marketability of French tennis players. This transformation is driven by players' on-court success, social media presence, and their ability to resonate with global audiences.

Top Earners and Their Endorsements

Jannik Sinner

Jannik Sinner has firmly established himself as one of the top global tennis players, with a robust endorsement portfolio that includes partnerships with Nike, Rolex, and Gucci. His breakthrough performances and consistent success on the court have not only elevated his sporting reputation but also enhanced his appeal to luxury brands seeking long-term associations.

Earnings: In 2024, Sinner earned approximately $25 million, with a significant portion stemming from endorsements.

Carlos Alcaraz

Carlos Alcaraz remains a dominant force in tennis, leading the earnings charts with lucrative deals from Nike, Babolat, Rolex, and Louis Vuitton. His status as the youngest ATP No. 1 in history, combined with his charismatic personality and global appeal, makes him highly attractive to sponsors.

Earnings: Alcaraz has surpassed $30 million annually through endorsements, with his deal with Babolat secured until 2030.

Novak Djokovic

Despite being one of the most successful tennis players, Novak Djokovic has seen a gradual reduction in major endorsements as younger stars rise. Nonetheless, he maintains significant partnerships with Lacoste, Head, and Asics, alongside his personal ventures like "Djokovic Systems," which focuses on nutritional supplements.

Earnings: Djokovic earned $38 million in 2024, with a substantial portion from endorsements.

Iga Swiatek

Iga Swiatek has secured endorsements with Rolex, Asics, and Porsche, leveraging her dominance on the court and her poised demeanor to attract international deals. Her ability to maintain top rankings and her humble personality enhance her marketability.

Earnings: Swiatek earned $22 million in 2024, primarily through endorsements.

Coco Gauff

Coco Gauff has emerged as one of the most marketable athletes globally, with endorsement deals from New Balance, Head, and Barilla. Her victory at the U.S. Open in 2023 and her active engagement in social causes have significantly boosted her appeal to sponsors.

Earnings: Gauff earned approximately $28 million in 2024, with endorsements contributing heavily to her income.

Aryna Sabalenka

Aryna Sabalenka's powerful playing style and charismatic presence have attracted sponsorships from Nike and Wilson. Her on-court success and vibrant personality make her a favorite among dynamic brands seeking energetic ambassadors.

Earnings: Sabalenka earned $18 million in 2024, with endorsements playing a significant role.

Player	Key Endorsements	2024 Earnings (USD)
Jannik Sinner	Nike, Rolex, Gucci	$25M
Carlos Alcaraz	Nike, Babolat, Rolex, Louis Vuitton	$30M+
Novak Djokovic	Lacoste, Head, Asics	$38M
Iga Swiatek	Rolex, Asics, Porsche	$22M
Coco Gauff	New Balance, Head, Barilla	$28M
Aryna Sabalenka	Nike, Wilson	$18M

Unsuccessful Players and Endorsement Challenges

Naomi Osaka

Naomi Osaka, once the highest-paid female athlete globally, has faced significant challenges in maintaining her endorsement appeal. Despite her early success with lucrative deals from Nike, Google, and Nissan, her career has been impacted by injuries and mental health struggles. However, her activism and cultural impact have allowed her to retain a strong endorsement value, though at a diminished scale compared to her peak.

Current Endeavors: Osaka has focused on entrepreneurial ventures, including her media company Harbour 6, aiming to represent athletes in media. While these efforts have kept her relevant, large-scale partnerships have been limited.

Emma Raducanu

Emma Raducanu's meteoric rise following her 2021 U.S. Open victory secured her endorsement deals with Dior, Tiffany & Co., and Porsche. However, subsequent struggles with form and injuries have led to a decline in her marketability. Critics have pointed out that sponsorships were heavily reliant on her initial success, lacking sustainable performance to maintain long-term partnerships.

Endorsement Fallout: Despite her challenges, Raducanu continues to benefit from endorsements, though not as lucratively as during her peak.

Focus on French Tennis Players

French tennis players have carved a niche in the endorsement market by blending sport and style, attracting lifestyle and luxury brands. Although they may not yet have a "giant" marketable player akin to Sinner or Alcaraz, the current generation shows significant potential.

Ugo Humbert

Ugo Humbert has gained recognition within France, securing deals with Lacoste and Babolat. His consistent performances and French appeal have made him a favorite among local brands, though his lack of high rankings limits significant international deals.

Earnings: Humbert earned $8 million in 2024, with endorsements contributing notably to his income.

Caroline Garcia

Caroline Garcia, one of France’s top-ranked players, experienced a peak in endorsements following her stellar 2022 season. Partnerships with Yonex and Longines have supported her endeavors, although a lack of recent Grand Slam success has tempered her marketability.

Earnings: Garcia earned $7 million in 2024, with endorsements playing a key role.

Arthur Fils

Arthur Fils, a rising star in French tennis, has secured deals with Nike and Wilson. His potential and youthful energy have attracted sponsors eager to invest in his promising career trajectory.

Earnings: Fils earned $5 million in 2024, with his endorsement portfolio growing steadily.

Gael Monfils

Gael Monfils, in the twilight of his career, remains a fan favorite known for his flair on the court. His personality-driven appeal has sustained deals with Wilson and Asics, albeit at a reduced scale compared to his prime years.

Earnings: While exact figures are not disclosed, Monfils continues to benefit from his enduring popularity and brand associations.

Although French tennis currently lacks a singularly dominant marketable player, the rise of younger prospects like Ugo Humbert and Arthur Fils offers promising prospects for future endorsement growth.

Trends and Market Insights

Shift Towards Younger Players

The endorsement landscape in tennis is increasingly favoring younger players who bring long-term potential and fresh appeal to brands. Athletes like Carlos Alcaraz and Jannik Sinner are at the forefront, commanding higher premiums due to their vibrant personalities and future prospects in the sport.

Luxury Brand Partnerships

There is a notable crossover between tennis endorsements and the luxury market. Players like Jannik Sinner with Gucci and Carlos Alcaraz with Louis Vuitton exemplify how luxury brands are leveraging the sport’s global appeal to enhance their brand image and reach.

Social Media and Digital Presence

In the digital age, a player's social media presence has become a critical factor in securing endorsements. Brands prioritize athletes who can engage with audiences online, creating a more interactive and dynamic promotional strategy. This trend has amplified the marketability of players who excel both on and off the court.

Equipment and Apparel Deals

Traditional equipment and apparel deals remain a staple in tennis endorsements. Major manufacturers often keep contract details private, but partnerships with brands like Nike, Babolat, and Asics continue to be prominent. The focus has shifted towards multi-year contracts, providing stability for both players and sponsors.

Revenue Distribution

The distribution of revenue in tennis endorsements shows that top players earn significantly more from endorsements than from prize money. This trend underscores the importance of off-court activities and brand affiliations in the financial landscape of professional tennis.

Conclusion

The business of endorsements in tennis is a dynamic and evolving sector, with top players transitioning into prominent global ambassadors for major brands. Younger stars like Carlos Alcaraz and Jannik Sinner are leading the charge, while established legends like Novak Djokovic maintain their commercial appeal through strategic partnerships and personal ventures. French tennis players are increasingly making their mark, securing significant deals that highlight their market potential. Despite challenges faced by some athletes, the overall endorsement landscape in tennis remains robust, driven by the sport’s global reach and the exceptional marketability of its stars.