Aryna Sabalenka, the 26-year-old Belarusian tennis star, faced a tough defeat in the Australian Open final against Madison Keys on January 27, 2025. Despite her impressive record of three Grand Slam titles, including the U.S. Open and the 2023 Australian Open, Sabalenka's marketability remains a challenge due to her nationality amid the ongoing war in Ukraine [b9605aab].
In 2024, Sabalenka's endorsements totaled $9 million, significantly lower than her peers, with Iga Swiatek earning $15 million and Coco Gauff leading the pack with $25 million [b9605aab]. This disparity has prompted Sabalenka to split from IMG and join Evolve, a management agency co-founded by Naomi Osaka, as she sought better representation and opportunities in the endorsement landscape [b9605aab].
While Sabalenka boasts a substantial social media presence, her lack of strong rivalries in women's tennis may hinder her potential for attracting lucrative brand deals. However, experts suggest that her endorsement opportunities could increase with more Grand Slam victories, positioning her as a more marketable athlete in the competitive sports marketing arena [b9605aab].