Grand tennis is not just rackets, balls, and courts. It's big money. Tournament prizes are counted in millions of dollars, but even more — sponsorship contracts. Roger Federer earned more than 1 billion dollars throughout his career, of which only 130 million were prize money. The rest is advertising. We tell you how the sponsorship market in tennis is structured, who pays and how much, and how a beginner player can find a sponsor.

Who sponsors tennis

Primary categories. Watch brands: Rolex, Audemars Piguet, Richard Mille. They associate themselves with precision, elegance, status. Rolex sponsors all Grand Slam tournaments (except Wimbledon, which has its own sponsor — Slazenger). Richard Mille makes watches for Rafael Nadal and other stars (the cost of watches is from 500,000 dollars).

Cars: Mercedes, BMW, Jaguar, Kia. Provide cars for tournaments and players. Mercedes is the official car of the Australian Open. Banks: Barclays, BNP Paribas. Insurance companies. Sports brands: Nike, Adidas, Asics, New Balance, Lacoste, Fila. Sponsor equipment (uniforms, shoes, rackets). Racket manufacturers: Wilson, Babolat, Head, Yonex. Drinks: Gatorade, Powerade, Evian, Coca-Cola. Airlines: Emirates (sponsors US Open and several tournaments), Qatar Airways.

In Russia, sponsors: Gazprom (sponsored the Kremlin Cup), Rosneft, VTB, Sber. Rarely — individual contracts with players (for example, Medvedev collaborated with Tinkoff).

How much top players earn from sponsors

Novak Djokovic (as of 2026) has a contract with Lacoste (clothing) — 10 million euros per year. Asics (shoes) — 2 million. Audemars Piguet (watches) — 5 million. Jacob’s Creek (wine) — 1 million. In total, about 20 million euros per year from sponsors only. Rafael Nadal: Nike — 15 million, Richard Mille — 6 million, Kia — 5 million. Daniil Medvedev: Lacoste — 5 million, BMW — 2 million, Tinkoff — 1 million. Arina Sobolenko: Nike — 3 million, Bulgari (watches/jewelry) — 1.5 million, Wilson — 500 thousand.

Contracts are usually signed for 3-5 years. They include bonuses for winning Grand Slam tournaments and for being ranked first.

Players outside the top 50 can expect 50-200 thousand dollars per year from one sponsor.

What sponsors give players

Money, of course. Equipment: rackets, strings, shoes, uniforms. A tennis player can not spend money on this. Services: sometimes sponsors pay for a coach, a physiotherapist, flights. For example, Nike has a program to support young talents (cover expenses for tournaments). Promotion: the sponsor makes advertising with the player, increases his visibility, which leads to new contracts. Status: a contract with Rolex or Mercedes automatically increases the player's prestige.

There is a "workhorse" — the player must appear at sponsor events (press conferences, photo sessions), wear clothes with the sponsor's logo, give interviews.

How sponsors choose players

First: results. Ranking, Grand Slam tournament wins, stability. Second: media presence. The player must be likable to the public, photogenic, give vivid interviews. Charisma is more important than talent? Often yes. Third: behavior. Sponsors do not like troublemakers, drug addicts, rebels (but sometimes this attracts attention, as with John McEnroe).

Fourth: nationality. The sponsor is interested in entering the player's country's market. For example, Japanese companies (Yonex) sponsor Kei Nishikori. Chinese — Li Na (ended her career). Fifth: potential for growth. Young players (18-20 years old) can sign a 5-year contract with the hope that they will become stars. This is a risk, but it pays off.

How a beginner tennis player can find a sponsor

Step 1: build a ranking. Even top 500 is interesting to local brands. Participate in challengers and futures. Step 2: create media presence. Lead Instagram/TikTok, show training, life. Subscribers are currency. 10 thousand subscribers can attract a sponsor-clothing store.

Step 3: contact the tennis federation. In Russia — FTR (Russian Tennis Federation). They sometimes allocate scholarships and help find sponsors. Step 4: look for local sponsors. Beauty salon, car repair shop, bakery. They need advertising. Your photos with their logo on the uniform are cheap advertising. Step 5: crowdfunding. Platforms Planeta.ru, Boomstarter. Write: "Help me go to a tournament in Europe." In return — greeting cards, T-shirts.

Do not be afraid to write letters to companies. Briefly: who you are, achievements, how many subscribers, what you offer in return. Example: "10,000 views of my photos with your logo per month."

In 2026, agencies appeared that help young athletes find sponsors for a percentage (usually 10-20%).

Problems of sponsorship in tennis

Inequality. The top 10 earn millions, players in the top 100 earn thousands. The gap is huge. Commercialization. Players are forced to participate in tournaments not for the sake of sport, but for sponsorship obligations. Burnout. Constant photo sessions, interviews, tours distract from training. Risk of injury. A sponsor may terminate the contract if the player does not play for a long time (for example, Juan Martin del Potro lost several contracts due to injuries). Policy. In 2022, Wimbledon suspended Russian and Belarusian players, some sponsors threatened to terminate contracts.

Regulation. WTA and ATP have rules for placing logos on clothing (not more than two manufacturers).

In 2026, the issue of ethics is relevant: do companies with a questionable reputation sponsor (bookmakers, oil corporations)? Players are forced to choose between money and conscience.

Sponsorship in tennis is the engine of the entire sport. Without it, half of the players would not be able to travel, and tournaments would not have prize money. It's a business, but without it, tennis would be the province of the rich. As long as sponsors believe in stars, stars believe in themselves. And we, the audience, enjoy the game.

Permanent link to this publication: