Joao Fonseca, the 18-year-old Brazilian who has taken the tennis world by storm, is a testament to the time and dedication required to reach stardom. This rising sensation, already a hot commodity with connections to Roger Federer-led brand, is poised for greatness. While his impact is undeniable, the race to secure his endorsement deals has officially begun, according to an industry insider.

João Fonseca’s Australian Open journey began earlier than most top seeds, kicking off on January 7th with the qualifying rounds. He cruised through these matches, defeating Federico Agustin Gomez (6-4, 6-0), Coleman Wong (6-0, 6-3), and Thiago Agustin Tirante (6-4, 6-1) in convincing straight-set victories.

Ranked 112th in the world and riding a 13-match winning streak, Fonseca entered the first-round match against 9th seed Andrey Rublev as a potential underdog. However, he stunned the tennis world by defeating Rublev in three sets 7-6 (7-1), 6-3, 7-6 (7-5), becoming the first teenager since Rublev himself to beat a top-10 player in the first round of a Grand Slam. However, his run came to an end with a second round defeat against Lorenzo Sonego.

His impressive three-round qualifying run propelled him to a career-high ranking of 112 on January 13th, a day before his first-round match at the AO. This rapid ascent, combined with his stunning upset victory over Rublev, has solidified Fonseca’s status as a rising star in the world of tennis. Now, with his sights set higher than ever, the No. 3 player from Brazil is hungry for more success. Amd with success comes fame and sponsorship deals!

Craig Shapiro, the host of Craig Shapiro Tennis Podcast, took to his X handle on Thursday. He wrote, “The agent race to sign Fonseca is on and ongoing. All the big hitters are vying for the contract. The kid is loaded, from a prominent family, already has a big appearance/sponsorship deal with the Brazilian Investment Management company XP, and appears to be biding his time.”

Fonseca’s remarkable skills are hard to ignore. His fastest serve reached 214 km/h. This broke Carlos Alcaraz’s previous record. His forehand clocked 181 km/h, faster than Alcaraz’s 178 km/h. Not only this, last year, Fonseca reached the Rio de Janeiro ATP 500 quarter-finals. He also won the Next Gen ATP Finals presented by PIF. This feat matched Jannik Sinner’s historical record.

It’s interesting to note that On has been actively pursuing young and promising tennis stars. Following the signing of Ben Shelton in March 2023, they quickly added Joao Fonseca to their roster when he was just 16 years old. This sponsorship deal with the Roger Federer-backed brand further solidifies Fonseca’s connection to his idol, as he openly admires Federer’s career and achievements.

While Joao Fonseca has a strong association with Roger Federer through his sponsorship deal with On, he has declined opportunities to further deepen their relationship. Notably, he turned down an offer to join Federer’s management agency, Team8, stating that it would be “crazy” but preferring to wait for the right time. Additionally, Fonseca chose not to participate in the 2024 Laver Cup as a reserve and sparring partner for Team World.

Well, now Novak Djokovic and Carlos Alcaraz came ahead to offer their opinion on the Brazilian superstar.

Novak Djokovic and Carlos Alcaraz speak highly of Joao Fonseca

Novak Djokovic and Carlos Alcaraz spoke highly of Joao Fonseca. The Brazilian impressed everyone with his Australian Open debut. Djokovic and Alcaraz recognized his talent after his win over Rublev.

Djokovic shared his thoughts during a press conference. “I met him personally five minutes before stepping on the court and did not hesitate to congratulate him for last night and for the results he has been achieving for a while. I have closely followed his rise and I love how he plays, especially the crucial points. I see some of myself in his game, in that audacity with which he faces challenging situations. He definitely has everything it takes to be a protagonist of a very promising future,” he said.

Carlos Alcaraz also praised Fonseca after his own match. “What can I say about [Fonseca]? Just incredible,” Alcaraz stated. “I mean, the way he played his first grand slam match against his first top 10, it’s unbelievable. The way he approach the match, the way he handle everything, the nerves, the match in general, it’s been fantastic.”

Alcaraz further added that it is just the start for him, but we will often see him playing in more rounds at further grand slams as well. “We’re going to put the Joao Fonseca’s name on the list of the best players in the world really soon,” he further added.

With a bright future ahead for the star, what are your thoughts will be the Brazilian’s future? Do let us know in the comments below!