Brands on the Court: More Than Just Logos
Look closely at the players, and you’ll see they’re walking billboards. Tennis outfits are covered in logos, from the rackets they swing to the shoes they wear. But it’s not just about exposure—it’s about choosing the right partners.
The Power of Premium Brands
Top players partner with premium brands because it boosts their image. For example, Roger Federer’s long-term partnership with Rolex has always added to his classy, elegant image. Similarly, Rafael Nadal’s partnership with Nike has made him a symbol of power and resilience.
Bad Partnerships Can Damage Reputation
Not all partnerships are good. In 2023, a young player signed with a fast-fashion brand that was later accused of unethical labor practices. As the brand’s reputation fell, the player’s image also took a hit. This shows that players need to think carefully about which brands they align with.
Watch for New Brands Making a Splash
The French Open is also a place where new brands try to make a name for themselves. Look for emerging sportswear brands, energy drinks, and even tech companies trying to use tennis as a platform.
How Players Protect Their Image
Top players know that their image is their brand. It’s not just about how they play—it’s about how they act, what they say, and who they partner with.
Social Media Strategy
Social media is a double-edged sword for players. It’s a place where they can connect with fans, share their lives, and promote their sponsors. But it’s also a place where one bad post can go viral.
Top players manage their social media carefully. They work with PR teams, avoid controversial topics, and use platforms like Instagram to highlight their achievements and partnerships.
“Tennis is as much about image as it is about skill. Players are not just athletes, they’re brands. A bad partnership or a careless comment can cost them millions, but smart players know how to manage their image like pros,” said Chris Jackman, lawyer and tennis enthusiast.
Managing Negative Press
When things go wrong, players need to act fast. If a player is caught in a scandal, they may use a reputation management service to clean up their image. This can include removing google search results that show misleading or damaging stories.
In 2024, a well-known player was accused of unsportsmanlike conduct after a heated argument with an umpire. Negative stories appeared on several sports websites, hurting their reputation. But within days, many of those articles disappeared from search results—likely due to reputation management efforts.
Crisis Management: Know When to Apologize
Sometimes, a quick apology is the best way to protect an image. In 2023, a top player was criticized for a rude comment during a press conference. Rather than staying silent, they posted an apology on social media, and the situation quickly faded.
The Role of Sponsors: Money and Expectations
Sponsors aren’t just paying players to wear their logos. They have expectations. They want players who are winning, respected, and drama-free. But the pressure goes both ways.
“Tennis is as much about image as it is about skill. Players are not just athletes, they’re brands. A bad partnership or a careless comment can cost them millions, but smart players know how to manage their image like pros,” said Chris Jackman, lawyer and tennis enthusiast.
Performance Pressure
Sponsors often have performance clauses in their contracts. If a player’s ranking drops, their sponsorship money can drop too. This means players aren’t just playing for trophies—they’re playing to keep their contracts.
Conduct Clauses
Many sponsorship deals include conduct clauses. If a player gets into a scandal, their sponsor can cut them loose. This has happened many times in the past, from Maria Sharapova losing deals after a failed drug test to Nick Kyrgios facing backlash for on-court behavior.
The Fine Line Between Authenticity and Censorship
Players must balance being authentic with staying sponsor-friendly. They can’t say anything that might upset their sponsors, but they also can’t be so careful that they seem fake.
What to Watch for at the 2025 French Open
As the French Open begins, pay attention to the following:
- New Brand Partnerships: Which new brands are trying to make a splash? Are they using young, rising players to boost their image?
- Social Media Activity: Watch how players use Instagram, Twitter, and TikTok. Are they promoting their sponsors, or are they focused on personal stories?
- Scandals and Reactions: If a player makes a mistake—on or off the court—how do they respond? Do they issue an apology? Do they stay silent?
- PR and Image Management: If a player faces bad press, do they take action to clean it up? Do you notice any negative stories disappearing from search results?
Examples of Smart Player Branding
Roger Federer: Class and Consistency
Federer is known for his classic style and calm demeanor. His long-term partnership with Rolex is a perfect match, creating an image of luxury and excellence.
Naomi Osaka: Authentic and Empowered
Naomi Osaka has built a brand around mental health and self-care. Even when she withdrew from the French Open in 2021 due to anxiety, her sponsors supported her because she stayed true to her values.
Carlos Alcaraz: Youth and Energy
Young star Carlos Alcaraz has partnered with Nike and Babolat, creating an image of youthful energy and potential. His social media is filled with training clips and match highlights, perfectly fitting his rising-star brand.
The Risk of a Bad Brand Partnership
Not every player chooses wisely. In 2023, a rising star signed with an energy drink brand that was accused of making false health claims. As the brand’s reputation crashed, the player found themselves caught in the backlash.
This is why players need to think carefully about who they represent. It’s not just about the money—it’s about the message.
The Hidden Side: Reputation Management
For players who make mistakes or face bad press, reputation management is their secret weapon. Services that specialize in removing google search results can help them clean up their image fast.
But it’s not just about deleting bad stories. Players also use these services to push positive stories higher in search results, making sure the first thing you see is their latest victory, not an old controversy.
A Game of More Than Just Tennis
The French Open is about skill, endurance, and strategy. But it’s also about image, branding, and reputation. The best players aren’t just great at tennis—they’re great at managing their brand.
As the tournament begins, keep an eye on the brands, the sponsorships, and the stories that follow the players. Because in the world of professional sports, what happens off the court can be just as important as what happens on it.
