Karen Khachanov: Brand endorsements

This article contains information about Russian-Armenian professional tennis player Karen Khachanov’s brand endorsement deals.

Karen Khachanov’s brand endorsements and sponsors over the years — Nike, Wilson, Rolex, Royaltiz, Lavazza, Giorgio Armani, Cadillac, Mercedes-Benz, Head, VTB Bank

CURRENT DEALS

Nike

The American sportswear and sports equipment giant has an apparel and shoe deal in place with Karen Khachanov. Nike has been sponsoring him since the beginning of his professional career.

Recently, Khachanov has been spotted wearing the Nike Vapor Pro 2 tennis shoes.

Wilson

American sports equipment manufacturer Wilson Sporting Goods is Khachanov’s current racquet and equipment partner. Their association first began in 2015, when the two signed a three-year deal. Following an unsuccessful run with Head, the Russian returned to playing with Wilson racquets in 2020.

Khachanov currently uses the Wilson Blade 98 18X20 v8 racquet.

Rolex

In February 2019, Swiss luxury watchmaker Rolex announced the signing of Karen Khachanov as an official brand ambassador.

Royaltiz

Founded in 2021, Royaltiz is a platform that allows you to invest in your favourite athlete’s career through a digital asset called “ROY”. It roped in Khachanov in December 2022. As per the deal, users can invest in Khachanov’s career starting with as little as €15.

Past Deals

Lavazza

The Italian manufacturer of coffee products announced the signing of Khachanov as a brand ambassador in Russia in March 2020.

Lavazza ?offee is my all-time companion during all the major tournaments.

And now I’m glad to share the news — I’ve become brand ambassador in Russia!

Stay tuned to keep up with all the new activities we are preparing!#lavazza #lavazzacoffee pic.twitter.com/rXrfsWOs7z
— Karen Khachanov (@karenkhachanov) March 13, 2020

Giorgio Armani

In October 2020, Khachanov signed a two-year endorsement deal with luxury apparel maker Armani. He would regularly be seen showing off Giorgio Armani suits on his Instagram profile.

Khachanov was last seen promoting the brand in November 2022.

I am honoured to be Friend of a Brand of Giorgio Armani and it’s Made to Measure line. To work with such iconic and prestige brand gives me pleasure and pride. #GiorgioArmani @armani pic.twitter.com/zi6V3OeOZJ
— Karen Khachanov (@karenkhachanov) October 29, 2020

Cadillac

In December 2021, American luxury carmaker Cadillac, which is owned by General Motors, roped in Karen Khachanov as an ambassador for the Cadillac Escalade.

https://www.instagram.com/p/CXgZkWqhK-V/?utm_source=ig_embed&utm_campaign=loadin

Mercedes-Benz

German luxury and commercial vehicle automotive brand Mercedes-Benz roped in Khachanov as a brand ambassador in February 2019.

https://www.instagram.com/p/BxKw_QHBJye/?igsh=aWZ6em1yNTJyZ2d5

Head

American-Austrian tennis racquet manufacturing company Head was Karen Khachanov’s main racquet sponsor until 2015.

After a three-year stint with Wilson, Khachanov switched to Head racquets in 2019. However, the reunion didn’t quite go to plan and he returned to playing with Wilson racquets in 2020.

VTB Bank

VTB Bank, a Russian majority state-owned bank, also used to have a sponsorship deal in place with Khachanov early on in his career.