Carlos Alcaraz, the 20-year-old Spaniard often hailed as the heir to the ‘Big Three,’ has already made his mark on tennis history with four Grand Slam titles. He’s on the cusp of an extraordinary achievement at the Australian Open – a career Grand Slam, a feat he could claim at a younger age than any other player in the Open Era. Even if he misses this opportunity, he has two more Grand Slams this year to potentially break this record. While his on-court brilliance draws comparisons to Roger Federer, Alcaraz’s off-court brand value and earnings still have significant room for growth.

In the world of endorsements, Federer continues to reign supreme despite hanging up his racquet in 2022. The Swiss maestro inked a jaw-dropping $300 million, 10-year sponsorship deal with Japanese clothing brand Uniqlo in 2018. This deal alone is nearly triple Federer’s on-court career prize money earnings, which stands at $130 million, per Forbes.

But Uniqlo is just one of many brands in the 20-time Grand Slam champion’s endorsement portfolio. Rolex, Lindt, Wilson, and On are among the other brands that keep Roger Federer in high demand. Even in retirement, his net worth continues to climb, nearing billionaire status with an estimated fortune of $95.1 million, according to Forbes.

While Alcaraz has a long way to go, his brand power is already on the rise. The Spaniard is already catching the attention of major sponsors. At Wimbledon last year, Alcaraz showcased Nike’s blue-trimmed Vapor 11 shoes, marking his first-ever player-edition model. This wasn’t just a symbolic gesture; it was a major move by Nike to feature his design on its retail site, a treatment previously reserved for Federer, Rafael Nadal, and Naomi Osaka.

The 4-time Grand Slam champion initially signed with Nike in 2019 after leaving Lotto. His deal with Nike, originally set to run until 2025, saw a massive upgrade this past summer. According to Relevo, the 21-year-old signed a 10-year extension with the Oregon-based sportswear giant, worth between $15 million and $20 million annually.

Given Jannik Sinner’s substantial 10-year, $158 million contract with the same company two years ago, it’s logical that Carlos Alcaraz, with a larger social media following (6.7 million on Instagram alone, compared to Sinner’s combined 2.8 million across platforms). A more impressive track record and future potential would command an even more lucrative deal.

Following his Indian Wells victory in late March last year, Alcaraz visited Nike’s Portland headquarters with his entire team. This was not his first visit, as he had toured the facility previously. During this trip, he explored various shoe models and observed the company’s production processes firsthand. Nike is also working on creating a personalized logo for the Spaniard, signalling his growing status in the sport.

Carlos Alcaraz makes strides off the court with lucrative brand endorsements

Carlos Alcaraz’s relationship with racket maker Babolat stands out as his longest-term partnership. The brand signed him at the tender age of 13, long before he became a household name. As his career flourishes, so do his sponsorship deals. His impressive transformation, both in his game and physique, has caught the eye of major brands like Calvin Klein.

Additionally, his Grand Slam victories have attracted partnerships with BMW, Rolex, and Louis Vuitton. These deals not only elevate Alcaraz’s profile but also align him with some of the most prestigious names in fashion and luxury.

The 20-year-old’s management team, IMG, has played a pivotal role in navigating his endorsement journey. According to Forbes, Alcaraz earned $31.4 million in 2023, second only to Novak Djokovic. In the year leading up to August 2024, Alcaraz amassed an estimated $32 million in off-court income, per Forbes. This figure includes endorsement deals, appearance fees, and exhibition matches, where he reportedly commands appearance fees of $1 million to $2 million.

Transitioning back to the court, Alcaraz is set to face his biggest challenge yet in the Australian Open quarterfinals. The Spaniard will clash with Novak Djokovic, a match that promises to be a thrilling showdown between the past and the future of tennis.

Carlos Alcaraz may still have miles to go to match Federer’s off-court legacy, but his trajectory shows no signs of slowing down. Will the rising star continue to conquer both the court and the world of endorsements?