Millions of dollars at stake: Nike bets everything on Alcaraz and Sinner for the post-Nadal-Federer era
The retirement of Rafael Nadal and Roger Federer could have left a colossal void in Nike's marketing empire. A symbolic double loss, almost impossible to compensate for.
Yet, the California giant has already secured the future like no one anticipated.
Nike already in the future with Sinner and Alcaraz
Indeed, with Alcaraz and Sinner, the tennis world had not seen such excitement since the early years of the Big Three. Their electric style, freshness, budding rivalry, and digital influence make them instant superstars.
And Nike did not get it wrong: paying each between 15 and 20 million euros per year, an almost unreal figure for players aged 22 and 24. It is one of the most ambitious investments in the brand's history. But that is not all.
A privilege reserved for legends: the personal logo
Since Federer and Nadal, very few athletes had obtained this status at Nike. But for Alcaraz and Sinner, the brand is already pulling out the big guns:
A personalized logo, designed to become a global symbol, capable of making its mark on the courts as well as in fashion.
And while Sinner already has his, Carlos Alcaraz is expected to unveil his at the 2026 Australian Open, an event already shaping up to be a global marketing coup.
Find the full investigation "The war of outfits: how clothing contracts dominate the tennis business." To be released next weekend (November 29-30).
