In the world of professional tennis, not only the players but also their romantic partners are cashing in on lucrative sponsorship deals. Influencers like Paige Lorenze, Morgan Riddle, and Ayan Broomfield, who are dating tennis pros, are attracting brands looking to reach new audiences beyond traditional sports fans. These influencers are leveraging their social media presence and lifestyle content to secure partnerships with fashion, beauty, and sports brands, among others.
Paige Lorenze, who is dating American star Tommy Paul, has as many brand deals as her partner during the U.S. Open. With nearly 700,000 followers on Instagram, Lorenze’s audience is predominantly female and includes a small percentage of tennis fans. Similarly, Morgan Riddle, girlfriend of Taylor Fritz, and Ayan Broomfield, dating Frances Tiafoe, are also capitalizing on their relationships to land lucrative endorsement deals, with estimates ranging from $1 million to $3 million in brand endorsements this year.
These tennis-adjacent influencers have helped popularize the „tenniscore“ aesthetic, turning it into a fashion trend embraced by young women, regardless of their interest in the sport. Brands are willing to invest significant sums in partnerships with these creators, with fees ranging from $30,000 to $60,000 per post on Instagram. Talent managers and agents are guiding clients towards long-term partnerships, emphasizing the value of consistent and authentic content.
While female creators currently dominate this space, male influencers, including coaches and player partners, are also attracting sponsorships. Companies are increasingly pairing athletes and influencers in joint campaigns, leveraging their combined reach and influence. However, most creators maintain their distinct portfolios, ensuring they have their own lane in the market.
Beyond brand endorsements, influencers like Ayan Broomfield and Paige Lorenze are exploring opportunities to monetize their followings through ventures of their own. Broomfield, for instance, uses her content creation to fund her foundation supporting youth athletic initiatives, while Lorenze has launched her own lifestyle brand, American Charm. These influencers are leveraging their presence at events like the U.S. Open to further their personal brands and expand their business ventures.
In conclusion, the rise of tennis-adjacent influencers in the world of professional tennis highlights the growing intersection between sports, lifestyle, and social media. As these creators continue to attract brands and build their personal brands, they are reshaping the sponsorship landscape in the sports industry. With their unique blend of athleticism, style, and influence, these influencers are proving to be valuable assets for brands looking to connect with diverse audiences in the digital age.