The landscape of tennis sponsorships in 2026 is a fascinating mix of enduring legacies and explosive new eras. While the on-court product has never been faster or more physically demanding, the real baseline battles are happening in boardrooms in Oregon, Paris, and Tokyo. Tennis has always been a marquee sport for athletic brands, offering a unique blend of global reach, premium demographics, and year-round visibility. But the current endorsement ecosystem tells a distinct story about where the game is headed and who is driving its commercial pulse.​

Gone are the days when a top-ten ranking automatically guaranteed a massive apparel deal. Today’s market demands more than just deep tournament runs; it requires transcendent charisma, cross-cultural appeal, and the elusive ‘it’ factor. The swoosh continues to cast a massive shadow over the tour, investing heavily in the next generation of superstars to secure the post-Big Three future. Meanwhile, heritage brands like Lacoste are doubling down on established greatness, and disruptors like On and New Balance are carving out highly lucrative, specialized niches with singular talents.

Perhaps the most telling aspect of the 2026 financial leaderboard is the sheer staying power of the sport’s ultimate icon, proving that a pristine legacy can out-earn active dominance. As we break down the most lucrative apparel and footwear deals across both the ATP and WTA tours, one thing becomes incredibly clear: winning majors builds your resume, but capturing the global imagination builds your bank account. Here is a look at the heaviest hitters in the endorsement game.​

10. Aryna Sabalenka

Sponsor: Nike | Value: $3M/year ​

The reigning powerhouse of the WTA tour commands a solid figure from Nike, reflecting her consistent presence at the business end of majors. Her explosive baseline game and unmistakable intensity make her a compelling figurehead for the brand’s performance lines. Sabalenka brings a raw, unfiltered emotion to the court that deeply resonates with an international fanbase.​

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9. Emma Raducanu

Sponsor: Uniqlo | Value: $3.5M/year ​

Raducanu’s marketability remains a juggernaut, with Uniqlo securing her signature for a highly lucrative apparel partnership. The Japanese giant recognizes that her cultural cachet and lifestyle appeal stretch far beyond the traditional confines of the tennis world. She continues to be a blue-chip ambassador capable of moving merchandise across diverse global markets.​

8. Daniil Medvedev

Sponsor: Lacoste | Value: $4M/year ​

The enigmatic former world number one remains a critical European anchor for Lacoste’s premium sports portfolio. Medvedev’s tactical brilliance and famously unorthodox style give the French heritage brand a uniquely modern edge on the ATP tour. His cerebral approach and deadpan charisma make him an invaluable asset in a landscape often dominated by cookie-cutter personalities.​

7. Iga Swiatek

Sponsor: On | Value: $5M/year ​

As the undisputed benchmark for women’s tennis, Swiatek’s partnership with Swiss brand On perfectly mirrors her precise and dynamic movement. She walked away from traditional giants to become the marquee face of a disruptor brand, securing a deal that reflects her dominance on the dirt and hardcourts alike. It is a strategic alignment that emphasizes elite performance over flashy hype.​

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6. Naomi Osaka

Sponsor: Nike | Value: $10M/year ​

Even with shifting tour priorities, Osaka’s commercial gravity remains utterly undeniable within the Nike ecosystem. The four-time major champion transcends the sport entirely, operating as a global fashion icon and cultural trailblazer who speaks to a massive, diverse demographic. Her swoosh deal continues to reflect her status as a generational megastar rather than just a touring professional.​

5. Coco Gauff

Sponsor: New Balance | Value: $10M/year ​

Gauff is the undisputed crown jewel of New Balance, anchoring the brand’s tennis division with her electrifying athleticism and magnetic personality. The Boston-based company locked in the American prodigy early, and that investment has paid massive dividends as she has evolved into a Grand Slam champion. She is selling signature shoes at an unprecedented clip, completely redefining modern tennis marketing.​

4. Novak Djokovic

Sponsor: Lacoste | Value: $12M/year ​

The greatest statistical champion in the history of the sport naturally commands one of the heaviest bags on the tour. Djokovic and the crocodile logo have become entirely synonymous over the last decade of his historic and unrelenting reign. Lacoste is paying for unparalleled excellence and the prestige of dressing a living legend who continues to rewrite the record books.​

3. Jannik Sinner

Sponsor: Nike | Value: $15.8M/year ​

Nike opened the vault to secure Sinner, identifying the icy Italian as the cornerstone of their long-term tennis strategy. His effortless power and massive European appeal make him a marketer’s dream, bridging the gap between high fashion and elite athletic performance. He is not just wearing the swoosh; he is positioned to be the undisputed face of men’s tennis for the next decade.​

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2. Carlos Alcaraz

Sponsor: Nike | Value: $20M/year ​

The Spanish phenom brings an intoxicating, heavy-metal brand of tennis that practically prints money for Nike. Alcaraz possesses that rare, swashbuckling charisma that fills stadiums and drives massive consumer engagement across all demographics. At $20 million annually, the brand is happily paying a premium for a generational talent who injects pure joy and box-office appeal into every single match.​

1. Roger Federer

Sponsor: Uniqlo | Value: $30M/year (till 2027) ​

Retirement hasn’t diminished the Swiss Maestro’s earning power in the slightest, as he comfortably sits atop the financial food chain. Uniqlo’s massive long-term investment was never just about forehands and trophies; it was about aligning with global elegance and universal prestige. Federer remains the absolute gold standard for sports marketing, proving that true icon status transcends the active tour.​

The bottom line of the baseline

The financial realities of professional tennis show no signs of cooling down for the absolute elite. While the names on the trophies will inevitably change, the intersection of high fashion, global branding, and elite athleticism ensures these athletes remain some of the highest-paid billboards in global sports. The game continues to prove that genuine star power is always worth the investment.

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