The world of professional female tennis players has become a veritable goldmine of sponsorships and endorsements, often overshadowing tournament winnings in terms of financial gain. It is understandable that these athletes would be keen to maximise their earning potential, given the limited duration of their careers in the sport.
Most recently, Iga Swiatek made headlines for securing a new endorsement deal as the new face of Lancome cosmetics. This unexpected partnership has sparked interest, as cosmetics are not typically associated with the athletic image of female tennis players on the court. As the first Polish ambassador for the brand, Swiatek’s deal with Lancome includes a collaborative initiative aimed at supporting women in the job market in Poland.
The transformation of the World No. 1 tennis player for a recent photo shoot highlighted her versatility and ease in front of the camera. Swiatek continues to serve as a role model for young tennis players, demonstrating that hard work, sportsmanship, and lucrative endorsements are all integral to a successful career both on and off the court.
Meanwhile, Jessica Pegula, who is sponsored by Adidas, finds herself with an excess of tennis kits due to the nature of her sponsorship. Each Grand Slam and patriotic event calls for unique designs and coloured kits, as well as warm-up gear, practice attire, workout gear, and specialized shoes for different surfaces. With an abundance of these items, Pegula is actively seeking worthwhile avenues for donation, such as Goodwill, the USTA, and Serving Up Hope—a charitable foundation established by former tennis player Vania King to provide underserved children with opportunities through the sport of tennis.
Pegula’s situation is not unique to her and her sponsorship with Adidas. It is highly likely that top players and their clothing and shoe sponsors face similar challenges. Even rising star Emma Navarro, who is sponsored by Fila, acknowledges encountering the same issue.
As the WTA prepares for the upcoming WTA Finals in Saudi Arabia, repurposing excess clothing and shoes can serve not only as a means of donation but also as an opportunity to channel funds towards causes supporting women in Saudi Arabia. This presents an issue and an opportunity that the WTA could take the lead on, spearheading a positive outcome for all top players involved.
In conclusion, the business side of tennis presents various off-court challenges and opportunities for top players, particularly in managing excess clothing and gear and maximising earning potential through endorsements and partnerships. As the sport continues to evolve, it is crucial for organisations like the WTA to address these issues and work towards beneficial solutions for players and charitable causes alike.