US Open: Why does Alcaraz earn more money than Sinner despite winning less in prize money? “He has a different strategy.”

While his team denies it, a good story is often more entertaining than the  truth . At the  US Open , rumors swirl that  Carlos Alcaraz’s  buzz cut was not an accident but rather a  marketing strategy  by Nike. His brother Álvaro certainly didn’t miss with the razor. The multinational aimed to promote the re-release of its iconic Total 90 soccer collection, known for the 2002 World Cup featuring the legendary  Ronaldo Nazario , and chose Alcaraz as their face. On the first day of the US Open, the picture was striking: the Spanish player with his hair shaved and clad in the Total 90 jersey. According to  Google Trends , searches for the collection skyrocketed. While his team insists it was unintentional, it could have been a brilliant marketing activation.

There’s no denying Alcaraz’s appeal worldwide:  New York  is plastered with his images, and fans fill the stands for all his matches. For Nike, he has already become one of their biggest stars across all sports. Since last year, the American company has crafted special gear for him at every Grand Slam, included him in all their advertisements, and compensated him generously.

Teaming up with Nike in 2019—previously he donned Lotto—Alcaraz recently renewed his contract for the next decade, exceeding  €15 million per season.  Aside from the partnership between  Roger Federer  and Uniqlo, this is the largest contract in tennis history. The young Spanish athlete now earns between  €3 and €4 million more than Jannik Sinner , allowing him to surpass him in earnings last year.

According to  Forbes , Alcaraz raked in  €41.3 million , outpacing the Italian, despite Sinner winning more titles and pocketing the hefty  €5.4 million prize  from the Six Kings Slam in Saudi Arabia. The financial shift can be attributed to two main factors: Alcaraz’s innate charm and the diligent efforts of his team.

Charisma at Play

“Carlos is pure charisma. He’s special. While being a tennis player is tough, he enjoys it, and that resonates with the audience. We’ll be with him until  2030 , and hopefully beyond,” explains  Eric Babolat , CEO of Babolat, a sponsor of the Spanish player. He appreciates Alcaraz’s charisma and the allure he radiates. However, there are deeper strategies at play behind the scenes.

Under the guidance of his agent,  Albert Molina , Alcaraz’s team has crafted a plan that is currently yielding results. For instance, while Alcaraz awaited his big break, Sinner signed a multi-year deal upon entering the  Top 10  of the world rankings in 2022.  Today,  Sinner’s value would be significantly different. Furthermore, Sinner has leveraged his popularity in Italy and aligned himself with  national brands  such as Gucci and Alfa Romeo. In contrast, Alcaraz has chosen a different strategy.

“He is surrounding himself with  international and premium brands . Whether it’s proactive or reactive, his approach differs from Sinner’s. Perhaps the influence of  Rafael Nadal , who has long been the face of major Spanish companies like Santander and Movistar, plays a role,” analyzes  Carlos Cantó , former IMG employee and current CEO of SPSG Consulting. Alcaraz’s sponsor portfolio includes illustrious names like  Louis Vuitton, BMW, Calvin Klein , as well as the prestigious  Rolex , further emphasizing his rising success.

As shown in the  Sports Sponsorship Barometer  conducted annually by SPSG, the Spanish public primarily associates Alcaraz with Nike, followed closely by  Rolex . This highlights another layer of marketing strategy. While Nadal struggled to secure a deal with the Swiss watchmaker due to Federer’s dominance, Alcaraz faces little competition for becoming the face of such a  prestigious brand .

In the competitive realm of tennis, only Sinner can rival Alcaraz in brand appeal. Both players dominate major finals, while their counterparts often deter advertisers due to various controversies, like  Alexander Zverev  and  Daniil Medvedev . “Carlos is the most exciting thing happening in tennis right now,” acknowledged  Ben Shelton  this week. That excitement translates into financial success for Alcaraz as he heads into the final week of the US Open, riding the wave of his own rising fame, not unnoticed by global brands.

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