Carlos Alcaraz, the 22-year-old Spanish tennis sensation, has solidified his status as a global sporting icon by signing a major sponsorship deal with Evian, aligning himself with fellow tennis star Emma Raducanu as a brand ambassador. The announcement, made just weeks before their highly anticipated mixed doubles partnership at the 2025 US Open, underscores Alcaraz’s skyrocketing marketability following his French Open triumph over Jannik Sinner in June. With his infectious charisma and five Grand Slam titles, Alcaraz is redefining tennis’s commercial landscape, joining Raducanu, Frances Tiafoe, and Arthur Fils in Evian’s elite roster. This move not only cements his off-court prowess but also sets the stage for a thrilling collaboration with Raducanu, both on and off the court.
Alcaraz’s rise to stardom has been meteoric. Since bursting onto the scene with his 2022 US Open victory, he has amassed titles at Wimbledon (2023, 2024), the French Open (2024, 2025), and the Australian Open (2023), becoming the youngest player to win majors on all three surfaces. His recent clay-court dominance, including Monte-Carlo and Rome Masters titles, has made him a magnet for global brands. “Hydration is an important part of my daily routine and I’m excited to work with a brand that celebrates the joy of feeling youthful and full of life,” Alcaraz said, highlighting his alignment with Evian’s ethos. “I hope we can inspire others to prioritise their well-being.” The deal, reportedly worth a seven-figure sum, adds Evian to an impressive portfolio that includes Nike, Babolat, Rolex, BMW, Calvin Klein, and Louis Vuitton, positioning Alcaraz as tennis’s top earner, surpassing Novak Djokovic’s $38.7 million in 2024, according to Sportico.
Raducanu, who signed with Evian in December 2021 after her historic 2021 US Open win, remains a key figure in the brand’s tennis campaigns. Despite a challenging 2024 marked by injuries and a first-round US Open exit, her marketability endures, with endorsements from Dior, Tiffany & Co., Nike, Wilson, British Airways, and HSBC generating an estimated £9 million in 2024. However, her recent loss of a £3 million-a-year Vodafone deal, reportedly due to excessive financial demands, highlights the volatility of her off-court success compared to Alcaraz’s steady ascent. “My partners have really backed me and supported me even in a year out,” Raducanu said earlier this year, expressing gratitude for her sponsors’ loyalty despite her inconsistent form.
The Evian partnership gains added intrigue as Alcaraz and Raducanu prepare to team up for the US Open’s revamped mixed doubles event on August 19-20, a star-studded tournament featuring Jannik Sinner with Emma Navarro, Novak Djokovic with Olga Danilovic, and Aryna Sabalenka with Grigor Dimitrov. “She’s gonna be the boss,” Alcaraz said with a smile, reflecting on their dynamic. “I’m super excited about it. I think it’s going to be great. It was an amazing idea for the tournament.” Their friendship, forged during their breakout 2021 Wimbledon runs, adds authenticity to their collaboration. “I’ve known Emma for a really long time, and I have a really good relationship with her,” Alcaraz noted, recalling how Raducanu’s presence at his Queen’s Club semi-final win over Roberto Bautista Agut fueled their bond. Raducanu, in turn, praised his positivity: “He’s so nice, very happy, amazing values and just a really positive light to be around.”
The US Open’s mixed doubles event, with a $1 million prize pool and a streamlined format featuring sudden-death deuces and 10-point tie-breaks, promises to showcase their chemistry. “We both play our best when we’re in a good creative way, we’re enjoying it,” Raducanu said, noting their shared approach to the game. Their partnership has sparked romance rumors, which Raducanu addressed lightheartedly: “I’m glad the internet is having fun, and we’re providing some entertainment for everyone.” Their connection, rooted in mutual respect since 2021, when Alcaraz’s third-round win over Stefanos Tsitsipas inspired Raducanu’s own US Open run, remains platonic but powerful.
For Alcaraz, the Evian deal is a testament to his global appeal, with his 10-year Nike contract, valued at $12-15 million annually, and other endorsements pushing his net worth toward $45 million. Raducanu, despite her sponsorship setbacks, continues to leverage her 2021 US Open fame, though critics like Chris Evert argue her endorsements have distracted from her on-court progress. “Emma is a beautiful girl and that probably didn’t help. The endorsements came in, and still her expectations are right up there now,” Evert remarked. As Alcaraz and Raducanu prepare for Wimbledon, where Alcaraz is the 11/8 favorite and Raducanu faces Ann Li in Eastbourne’s first round, their shared Evian partnership and US Open collaboration signal a new chapter in tennis’s commercial and competitive landscape, blending star power with genuine camaraderie.
Leave a Reply