As the clay season kicks into high gear, Iga Swiatek, the world’s No. 2 tennis player, brought her signature charm and enthusiasm to Stuttgart, Germany, ahead of the Porsche Tennis Grand Prix. The Polish superstar, a five-time Grand Slam champion, took time away from her rigorous training to visit a vibrant LEGO booth at the tournament venue, showcasing her loyalty to one of her most cherished sponsors, the iconic multi-billion-dollar Danish toy company. The visit, filled with playful interactions and fan meet-and-greets, offered a glimpse into Swiatek’s off-court personality and her deep connection to a brand she’s proudly represented since January 2024.
Swiatek’s partnership with LEGO is no ordinary endorsement. As the brand’s ambassador in Poland, she’s part of their Education Ambassador Program, a non-monetary collaboration rooted in shared values. For Swiatek, who has long used LEGO sets to sharpen her focus and mental resilience during tournaments, the partnership feels like a natural extension of her personal passions. “I like the process so much as it helps me to calm, focus on here and now [and] just be in the moment when I need it,” she once told Forbes, highlighting how building LEGO models provides a meditative escape from the pressures of professional tennis. In Stuttgart, she immersed herself in the booth’s colorful displays, engaging with employees to explore the vast array of building blocks and their creative possibilities. Her genuine excitement was palpable, a testament to why LEGO sees her as an inspiring figure for young fans.
The Stuttgart visit wasn’t just about play—it was a chance for Swiatek to connect with her supporters, particularly young admirers who flocked to meet the former world No. 1. Smiling and signing autographs, she radiated warmth, reinforcing her reputation as a grounded superstar despite her global fame. This moment of accessibility came at a critical juncture, as Swiatek prepares for her Round of 16 match at the WTA 500 event on April 16, 2025, against an opponent yet to be determined. The tournament, where she’s a two-time defending champion, holds special significance, not least because of her long-standing partnership with another Stuttgart-based sponsor, Porsche, which she joined as an ambassador in 2023.
Swiatek’s trip to the LEGO booth follows a challenging period. At the recent Miami Open, she faced unsettling criticism and online threats, prompting the WTA to provide extra security. Reflecting on the experience, she said, “Well, I wouldn’t call it a threat because it wasn’t that hard. I mean, for sure there was a fan that wanted to disrupt my rhythm. I try to focus on the fans that are giving me support. But obviously when you hear something like that, you want to react. I think WTA helped us, helped me, to feel protected.” Her ability to move past such adversity speaks to her mental fortitude, a quality she credits to her disciplined routines, including her LEGO-building sessions. In Stuttgart, she appeared refreshed, ready to channel that resilience into her clay-court campaign.
The 23-year-old’s sponsor portfolio, which includes heavyweights like Rolex, Visa, Lancôme, and On Running, reflects her status as one of the world’s highest-paid female athletes, with Forbes reporting $23.9 million in earnings in 2023. Yet, her bond with LEGO stands out for its personal resonance. Unlike her lucrative deals with corporate giants, the LEGO partnership aligns with her introverted nature and commitment to meaningful causes, such as inspiring creativity and education. As she gears up for a pivotal season, with the Italian Open and French Open on the horizon, Swiatek’s Stuttgart visit was more than a promotional stop—it was a celebration of authenticity, reminding fans why she’s not just a champion, but a relatable role model.