While the storied careers of Roger Federer and Serena Williams–two of the best tennis players in the sport’s history–have just come to an end, both athletes are primed to continue their successful sponsorship careers off the court.
With over 34M total followers each on social media, Williams is the most popular female tennis player across social media, while Federer’s following ranks second behind Rafael Nadal. Though both were wrapping up their careers, Williams’ followers increased 7% in the last 12 months, and Federer’s following grew by 3%. This year alone, Williams and Federer have 4 of the top 5 social posts (2 each) across pro tennis players, ranked by total engagement.
Both athletes will almost certainly continue to leverage their powerful social platforms for brand partnerships. Williams’ 19 deals–among them Gatorade, Nike, Ubrelvy, Audemars Piguet, and Berlei–include 65 social posts, with total engagement (likes/comments/shares) of over 6M, averaging more than 324K per brand and 82K per post. Since 2020, Williams’ sponsored posts have averaged a total engagement of over 11M per year.
Racket Sport athletes have seen a total social engagement of more than 80M this year. Over 550 brands currently utilize these athletes in campaigns, with each brand garnering average engagement of over 140K per campaign.
While Federer’s sponsored posts since 2020 have averaged a significantly lesser total engagement of 1.4M per year, he’s focused on other promotional avenues over social media. Federer–who has the most deals among men’s tennis players by a significant margin over Rafael Nadal and Andy Murray–has starred in more than 8 commercials or marketing campaigns with brands including Rolex, On-Running, Uniqlo, and Switzerland Tourism, amongst others.
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