UKG ropes in Frances Tiafoe as Brand Ambassador

UKG, a US multinational provider of HR, payroll, and workforce management solutions, has announced American tennis star Frances Tiafoe as its newest brand ambassador.

A three-time title holder on the Association of Tennis Professionals (ATP) Tour and a key member of Team USA in the Davis Cup, Tiafoe debuted the UKG logo on his left sleeve this past weekend at the 2025 Australian Open, the first major championship of the ATP season.

Tiafoe joins the team of UKG Ambassadors that includes PGA Tour golfers Sahith Theegala and Will Zalatoris, LPGA golfer Meghan Khang, and Paralympic gold-medallist Dan Cnossen.

Talking about the UKG partnership, Frances Tiafoe said: 

“There are so many synergies between UKG’s business mission, their commitment to community, and what fuels me every day. Their passion for people and creating great work experiences for all is a major reason why I couldn’t be more excited to be a part of their team.”

Sarah Hodges, UKG’s Chief Marketing Officer, said: 

“In perfect alignment with our own UKG values, Frances embodies the enduring characteristics of a champion with dedication, resilience, and passion that makes a positive impact both on and off the court. Big Foe is the perfect fit for the UKG family, and we are excited to support his inspiring journey that continues to capture the hearts of fans around the world.“

Also read: Frances Tiafoe’s brand endorsements