Tennis is a globally-recognised sport with major tournaments like Wimbledon, the US Open, the Australian Open, and the French Open that draw millions of viewers worldwide. Top tennis players have significant media exposure and global fan bases, therefore, making them highly sought-after individuals for major brands.
SportsPro recently released a list of top 150 most marketable athletes in 2024, the top 50 of which featured many a global tennis star. The criteria for the list had three major factors taken into consideration:
- brand strength,
- total addressable market (TAM), and
- economics in play.
So let’s take a look at the eight most marketable tennis players in 2024.
8. Iga Swiatek (Poland)
The World No. 2 on the current WTA rankings, Swiatek is one of the most consistent players on the tour. Having won four Grand Slam singles titles at just 23 years of age, she is not only taking home huge prize money from WTA and Grand Slam tournaments but also earns from the many brand endorsement deals coming her way on the back of her successes.
Swiatek’s earnings from endorsements and sponsorships stand at an estimated US$15 million, and her portfolio includes some huge names like Lancôme, LEGO, On, Rolex, Porsche, VISA, Infosys, Oshee Sports Drinks, and IMG.
7. Naomi Osaka (Japan)
Four-time Grand Slam winner Naomi Osaka has been one of the most popular women’s players on the WTA tour in the past decade. A former World No. 1, she was ranked eighth among athletes in endorsement income in 2020 and had the highest-ever annual income of any female athlete. She is currently ranked 59th on the WTA rankings.
Osaka’s earnings from endorsements and sponsorships stand at an estimated US$14 million. Her endorsement portfolio includes brands like Autograph, Beats by Dre, Etsy, Hyperice, LVMH Moët Hennessy, Louis Vuitton, Meta, Nike, Modern Health, Panasonic, Tag Heuer, Yonex, Zico, Morinaga & Company, and WOWOW Inc.
In addition, Osaka is also co-founder of a skincare brand called “Kinlo”, a talent agency called “Evolve”, and a production company called “Hana Kuma”.
6. Jannik Sinner (Italy)
The current World No. 1 is on a winning spree this season. He has won the Australian Open, the US Open, and the Nitto ATP World Finals this year—his most successful season to date.
Inevitably, the success has brought Sinner global recognition, an exponentially growing fan base, and major brand endorsement deals. The Italian player has been one of the most sought-after athletes in the world this year.
Sinner has earned US$15 million from his off-court collaborations. He is currently tied up with several global and few luxury brands that include Gucci, Rolex, Nike, Lavazza, Enervit, Laroche Posay, De Cecco, FASTWEB, Parmigiano Reggiano, Pigna, Panini Comics, and Technogym.
5. Rafael Nadal (Spain)
One of the greatest players of his generation and tennis overall, Rafael Nadal’s continued success saw him achieve many honours on and off the court. His tenacity, mental strength, and never-give-up attitude earned him worldwide popularity and a global fan base. As a result, the Spaniard continued taking home a lot of earnings from brand endorsement deals in what turned out to be his final year as an athlete.
Nadal’s off-court earnings stand at a staggering US$23 million. His brand endorsements boast global brands such as Nike, Kia, Babolat, Tommy Hilfiger, Emporio Armani, Richard Mille, Infosys, Amstel, and the Saudi Arabia Tennis Federation.
In addition, Nadal has also made earnings off investments through his investment firm, Aspemir. His latest investment has been in Playtomic, a racket sports booking company.
Also read: Most marketable Formula One drivers in 2024
4. Aryna Sabalenka (Belarus)
The current World No. 1 in the women’s circuit has had a fabulous year with two Grand Slam trophies and many WTA triumphs. Since winning the Australian Open last year, Sabalenka has gone from strength to strength, and so has her brand value.
Sabalenka has earned US$7 million from her off-court engagements. She has endorsement deals with brands like Porsche, Nike, Wilson Sporting Goods, OAKBERRY Açaí, Maestro Dobel Tequila, Audemars Piguet, Whoop, Le Blanc Spa Resorts, and Master & Dynamic.
In addition, Sabalenka has also invested in OAKBERRY Açaí.
3. Carlos Alcaraz (Spain)
This Spanish tennis sensation is probably the most popular name in the world of tennis currently. Having won four Grand Slams so far in his career, the 21-year-old’s attractive playing style—often likened to the legendary Nadal—has created a global fan base for him. Consequently, this has led to many brand endorsements deals and a growing brand value for the young Spaniard.
Alcaraz has earned a whopping US$32 million from his off-court engagements. His endorsement portfolio boasts brands such as Nike, Babolat, Rolex, Louis Vuitton, BMW, Calvin Klein, Isdin, Banco Itaú, and ElPozo.
2. Novak Djokovic (Serbia)
Widely regarded as the greatest tennis player of all time, Djokovic has endeared himself to millions of fans all over the world with his play, mentality, and brilliance on the court. In the era of Roger Federer and Rafael Nadal, he has managed to carve a greater legacy for himself with an unprecedented haul of trophies and accolades, which has led to off-court engagement with a multitude of global brands.
Djokovic has earned US$25 million for his brand endorsements and off-court activities. His deals include agreements with the likes of Lacoste, ASICS, Peugeot, Hublot, Head, Waterdrop, FitLine, Raiffeisen Bank, and Telekom Srbija.
1. Coco Gauff (USA)
Coco Gauff is currently the World No. 3 in women’s tennis and, having won her first Grand Slam title last season at the US Open aged just 19, has huge potential to become World No. 1 in the coming years. She has achieved decent results at the Grand Slams this year—even secured a doubles title at the French Open—and sits pretty at the top of the pile as the most marketable tennis player on the planet. Gauff’s youthful, uninhibited personality has quickly made her an attractive prospects for brands.
Gauff has earned US$20 million from her off-court engagements. She has brand endorsement deals with New Balance, Head, Barilla, American Eagle Outfitters, Bose, Microsoft, Fanatics, UBS, Rolex, and Baker Tilly Wealth Management—a tally that will only grow in the years to come.
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