For those interested in The US Open last August, Spain’s Carlos Alcaraz and Italy’s Jannik Sinner both won their respective matches, meaning the quarterfinals were could see them go head to head in the latest chapter of tennis’ hottest burgeoning rivalry.

Carlos Alcaraz, 20, was signed as a brand ambassador at Louis Vuitton earlier this summer and launched the luxury brand’s Spring/Summer 2024 men’s formalwear campaign.

In contrast, Jannik Sinner represented Vuitton’s biggest rival, Gucci, and created viral moments when he carried duffle bags with signature logos from the Italian fashion giant onto the field.

In contrast, Jannik Sinner represented Vuitton’s biggest rival, Gucci, and created viral moments when he carried duffle bags with signature logos from the Italian fashion giant onto the field.

With its country club roots and history of stylish players, tennis has always been an attractive forum for brands from Rolex and Nike to Emirates and Mercedes Benz.

But as the sport becomes more popular, more global and increasingly diverse, it is also attracting more and more luxury fashion brands as the giants seek to build on the record sales generated by athletes. Motivation provided by increased engagement with sports and culture.

While in the past and now, brands focus their cultural marketing efforts on pop stars and actors through videos, tours and red carpet appearances that make them partners Naturally in promoting the image of a brand’s products, sports are considered a niche market and less popular. However, tennis’s growing popularity and global fan base estimated at 1 billion have made it a prime target for luxury marketers.

In particular, this is a rapidly growing sport in Asia, a key market for luxury brands. Then there is the emergence of a new generation of players: young, diverse, attractive and knowledgeable about social networks, with a taste for fashion, who are creating new waves for brands. authentic connection with consumers.