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Debate

Is Jannik Sinner's new PR hire a sign he's aiming for tennis superstardom?

Jannik Sinner has finally caught a break, and what a relief it must be! After a long and tiring stretch, the Italian dynamo quenched his thirst for victory with a title win at the Cincinnati Open. The joy didn’t stop there. Sinner also found himself cleared of doping charges, walking away with just a slap-on-the-wrist fine. But just as things seemed to be looking up, a storm began brewing. While Sinner might be breathing a sigh of relief, the tennis world isn’t letting the dust settle so easily. Accusations are swirling that the ITIA and ATP tour may have played favorites. Is there more to the story than what meets the eye?

In a remarkable decision, the ITIA decided to drop the doping charges against the World No. 1. This led to accusations that the decision was not taken wisely and was biased towards the star player. Amidst the brewing controversy, a fresh twist has been added to the entire matter, pertaining to the public relations team of the Italian sensation. 

The 23-year-old partnered with Avima GmbH in June, to handle all his media and public relations activities. Sinner had shared the information via his X account, welcoming him to his team. Interestingly, the new member of Sinner’s team is reportedly a former publicist who worked for the ATP Tour. This has raised eyebrows within the tennis community with enthusiasts questioning the move and relating it to the latest decision. 

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For the unversed, Sinner tested positive for low levels of a metabolite of clostebol during the Indian Wells. It is a banned anabolic steroid that can be used for ophthalmological and dermatological use and is the same drug for which Fernando Tatis Jr. was suspended by MLB. But ITIA had a different stance to take over the matter. In its ruling, the ITIA concluded that the steroids were “a result of contamination from a support team member, who had been applying an over-the-counter spray containing clostebol to their own skin to treat a small wound.

What caught the tennis community by surprise is the fact that the entire episode about Sinner’s positive doping tests was kept under wraps and was only made public earlier today. While Sinner was provisionally suspended from playing tennis and faced a ban from 4 April until 5 April 2024 and from 17 April until 20 April 2024, those bans were eventually lifted.  Besides ITIA, ATP also issued a statement expressing happiness over the decision of the case.

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We are encouraged that no fault or negligence has been found on Jannik Sinner’s part,” the ATP Tour said in a statement. “We would also like to acknowledge the robustness of the investigation process and independent evaluation of the facts under the Tennis Anti-Doping Program (TADP), which has allowed him to continue competing.” But despite the controversy continuing to simmer, Sinner is now hoping to leave the hard times behind.

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Is Jannik Sinner's new PR hire a sign he's aiming for tennis superstardom?

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Jannik Sinner wishes to rest the ‘unfortunate period’ ahead of the US Open

Jannik Sinner effectively used his rights as a player. While he was found to have broken the rules, he was quick to respond to the issue and appealed to an independent tribunal chair to have the suspension lifted. Ultimately, he is let go of the charges with a fine of $325,000 and a loss of 400 ranking points, which he earned during the Indian Wells. Sinner, meanwhile, is determined to overcome the woes and enter the US Open on a positive note.

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Taking to Instagram on Tuesday, Sinner wrote, “I will now put this challenging and deeply unfortunate period behind me.” It is indeed crucial for him to remain focused as he advances to the final grand slam of the year. He also committed to continue following the rules and regulations. “I will continue to do everything I can to ensure I continue to comply with the ITIA’s anti-doping programme and I have a team around me that are meticulous in their own compliance.”

As Sinner gears up for the grand slam at Flushing Meadows, it will be interesting to see how effectively he can overcome the challenges he faces. Can he add yet another slam to his name? Only time will tell.