carlos alcaraz currently the main threat to break the hegemony of three racquet sports legends: Roger Federer, Rafael Nadal and Novak Djokovic. And this does not go unnoticed by brands that see the tennis player from El Palmar (Murcia) as an ambassador for Spanish tennis and a natural substitute for manacorí as one of the assets to be discussed by brands. Currently, his work has made him a commercial icon for over 15 million euros and has the potential for broad reassessment compared to what other great athletes in this sport today have achieved through sponsorship.
Currently, Alcaraz has already earned $9.12 million in economic rewards as a professional tennis player, 80% of which propelled him to No. 1 in the world in 2022 and crowned him with a victory at the US Open. slam Add to the payments received for sports performance the additional $5 million that Forbes estimates the athlete is currently receiving for sponsorship contracts, and for him lies the real economic growth potential. There are many male and female players in tennis, like Roger Federer or Serena Williams, who produce more business commercially than in sports.
Fernando Soler, The former global director of tennis for IMG and consultant to Kosmos Tennis explains that Alcaraz “has the potential to be a commercial icon due to the fact that it is a breath of fresh air in the tennis world and it has the talent and a very professional team”. on his part, making it a safe bet when it comes to attribution with brands».
Expecting what the 19-year-old tennis player could achieve on the courts in her career, the sponsors rushed to cling to her image. Alcaraz currently has eight sponsors in different categories, with a strong national component to their origins. Most notably is Nike, who has been the technical sponsor since 2019 and has quickly become one of the icons of her social networking activity. Babolat is your racket supplier.
If he’s following in Rafa Nadal’s footsteps commercially on the track, he’s starting to weave his own web of alliances out of the way, as they both share these two brands. Even in sports terms, Spanish company Crown Sport Nutrition is your supplier of recovery products. In addition, the Murcian tennis player signed two local sponsorship deals to promote her region in the past months.
On the one hand, it has become the image of Murcia’s tourism brand Costa Cálida, and on the other, it has signed with El Pozo Alimentación, which has so far only chosen to support the football clubs of the autonomous community. At the beginning of 2022, the photoprotection and dermocosmetics company Isdin became one of its partners and also became the image of brands with a large presence in the sports world, such as Rolex and BMW. These are the first conventions to present it as a potential international commercial landmark, not just in the Iberian Peninsula.
Richard Castle, “As her professional career evolves and even more titles in the coming times, we can expect her brand profile to expand into other categories, including tech brands,” says the former director of global sponsorships for Coca-Cola and Visa. Fort also does not exclude Alcaraz and its team from launching their own products with well-known brands.
Surprise your audience
Currently, the tennis player’s early success has resulted in him earning more economic profits from per-tournament prizes than from sponsorships, although data from his own digital audience indicates a comeback sooner or later. His followers on social networks alone have skyrocketed: On Twitter, he has almost 406,000 followers, three times more than at the start of 2022, while more than two million people follow him on Instagram, which he was unable to reach at the beginning of the year. 700,000 followers on Facebook grew from 61,000 to 189,000 fans in less than six months.
This should come as no surprise as the El Palmar tennis player has just raised his head among the elite. “The challenge is how to exploit maximum commercial attractiveness while still young… The precedent for some of their predecessors is that they reach this commercial level at a later age,” explains economist Rayde Luis Baez. and founder of Connect. “The profile of a young person belonging to the last generation that marketing defines, generation Z, is the best asset for communicating with companies born in the 21st century,” says Enric Jové, managing director of McCann in Barcelona. , startups or digital companies.
After his victory at the US Open, Alcaraz was placed among the 100 highest earning tennis players in sports. Still far from the $158.9 million (156.9 million euro) that Novak Djokovic saved, the $131.6 million (130 million euro) Rafa Nadal and the $130.5 million (128.9 million euro) Roger Federer saved .