The alliances between celebrities and tennis players boost sports marketing.

The alliances between celebrities and tennis players with sportswear brands seem to be the new winning 'match' in the world of marketing. Examples like that of the British brand Castore, founded by brothers Thomas and Philip Beahon, show how partnering with an elite athlete can accelerate the growth of a fledgling company. In this case, the company has experienced a significant increase in its valuation, reaching 950 million pounds today. Castore's strategy of partnering with British tennis champion Andy Murray has proven to be a success. Since Murray became an official partner of the brand in 2019, sales have soared, especially after the tennis player wore Castore clothing at the Australian Open that year. This success has led the brand to launch a tennis clothing line, with white skirts priced at 48.75 pounds and Aeromesh shirts for men at 42 pounds. But Castore is not the only brand that has recognized the potential of tennis as a growing market. Other brands, such as the Swiss company On Running, have followed the same strategy by partnering with prominent tennis figures. In On's case, the collaboration with the legendary Roger Federer has resulted in the successful launch of a collection of high-performance tennis footwear, with prices around 190 pounds per pair. The trend of tennis players becoming shareholders of sportswear brands is a relatively new but increasingly common phenomenon. This form of collaboration goes beyond simple sponsorship agreements, as it involves a deeper involvement by athletes in the development and promotion of products. The appeal of partnering with emerging brands lies in the opportunity to shape the brand's image and positioning from its inception, something that may be more difficult to achieve with established brands. Innovation, customization, and profitability are key aspects that attract celebrities like Federer and Murray to invest in promising brands instead of opting for traditional ones. Despite this push towards new brands, there are still major players in the tennis apparel market, such as Nike, Adidas, and Lotto, who continue to sponsor many players on the women's circuit. However, the growing popularity of tennis fashion among women has led to a significant increase in sales of skirts and sporty dresses, with a 24% increase in 2023 compared to the previous year. The evolution of tennis fashion is not only reflected in the design of garments but also in the diversification of materials and marketing approaches. Brands like Castore and On Running are exploring new technologies and fabrics, such as merino wool, to attract a broader and global consumer base looking for products that strike a balance between design and performance. In an increasingly competitive and diverse market, the collaboration between celebrities, tennis players, and sportswear brands represents an opportunity for innovation and differentiation. Tennis fashion continues to evolve, setting trends and attracting a wider and younger audience seeking products that combine style, functionality, and prestige on the courts.