Carlitos Alcaraz, the young tennis prodigy who promises to change sports marketing

Much has been said and written about Carlos Alcaraz’s game in recent days. The new jewel of Spanish tennis, who beat Rafael Nadal and Novak Djokovic in a row to beat German Alexander Zverev in the final and win the Madrid Masters 1000, is clearly a strong candidate to become the great challenger of the Mallorcan now injured and get the title. at Roland Garros (as color data, he has already announced that in Paris he will stay in the same hotel as the 13-time Musketeers Cup winner …)

But more than his tennis qualities, Alcaraz transformed into a completely captivating personality for brands that are resistant to super professional sport to catch new figures. What happened last week in Caja Mágica in the Spanish capital is summarized by Jon Segovia, a professor at the Deusto University School of Business and Economics. Segovia said: “Alcaraz stopped being a Get started to be the unicorn of Spanish tennis “.

In addition to beating two of the best players of all time and earning his fourth title of the year, he captivated everyone with other qualities to form the foundations of what he could be, as addition, a great leader of his generation.

“You see a young man who enjoys what he’s doing, who isn’t forced. And that, at work, is important. And for brands, who have to be knocking on their doors to be their image, it’s really attractive. attraction. It’s a successful person from hard work and infectious fun that comes with a smile. That’s what brands are looking for, ”Segovia concluded, overwhelmed by Alcaraz’s charisma.

According to the report from evena Spanish media analysis, measurement and communication management company, of the 6,669 news stories recorded about the Madrid tournament, 2,145 featured players from Murcia, and it had an estimated registered economic value of more than 17 million euros. This is a fact that reflects the media relevance of the recently graduated 19-year-old.

In recent times, Spain has provided sporting monsters that have become international stars like Pau Gasol, Fernando Alonso or Nadal himself, of course, but the brands are being watched to be the youngest for years to come. And that’s where Alcaraz comes out, who now it has four sponsors: Nike, Babolat, Rolex and ISDINa cosmetics brand with other sports figures such as Spaniards Pablo Carreño, Ona Carbonell (synchronized swimming) and Andy Criere (surfing), the Argentine Fernando Belasteguin (paddle tennis) and even Movistar, the Spanish team that participates on the Cycling World Tour.

With American Nike he signed a deal in 2020, when Alcaraz was 16 years old. With the French company Babolat, the contract will expire at the end of 2025 and is in the full negotiation process. The conditions were different, of course … Finally, Rolex also put it in its orbit. In the watch brand there is a difference with Nadal, with whom he shares clothes and rackets. It was that the winner of 21 Grand Slams had a millionaire deal arranged with Richard Mille while Alcaraz showed off after his success in Miami a Rolex Cosmograph Daytona, an iconic model launched by the Swiss company in the 60s and that is exclusive to Formula 1 pilots.

In sports marketing circles, Andre Agassi and Maria Sharapova are said to be the two tennis players who made the most money off the court with sponsorships, exhibitions and guarantees, for example. And that the American, who pocketed more than 31 million dollars in his career after becoming number 1 in the world and winning eight Grand Slams, actually earned more than 155 million for those items. It is impossible to know how much Alcaraz will accumulate in his career. But in these other times when money is circulating in a more uncontrolled way in 20th century sports, thinking that amount is like betting on how high the ceiling of your game is.