Defeating Novak Djokovic in the Australian Open 2026 final earlier this month, Alcaraz earned 2,8 million USD, increasing his total career prize money to 62,8 million USD. This significant on-court success positions Alcaraz as one of the world's most marketable athletes.

"From a commercial power perspective, Alcaraz is at the top," stated marketing expert Jack Kenney-Herbert on Tennis365 on 8/2. "He is an ideal figure for any brand, a career grand slam champion (collecting all four different grand slam titles) at age 22, thriving in a digital age that the 'Big 3' never experienced. Rumors of him having his own logo with Nike indicate Carlos has elevated his status to a new level, becoming a true global icon."

Alcaraz lifts the Norman Brookes Challenge Cup – the trophy for the Australian Open men's singles champion – in Melbourne, on 2/2/2026. Photo: Reuters.

Based on Alcaraz's age and current net worth, Mr. Kenney-Herbert believes the brand value of the player born in 2003 is higher than ever, predicting Carlitos will surpass traditional earnings. Additionally, Alcaraz is expected to extend his reach beyond tennis, becoming the most sought-after athlete in the sports advertising market.

"If Alcaraz maintains his dominance for another 5 years, and continues smart partnerships and investments off-court, he will not only accumulate titles but also significantly increase his wealth," Mr. Kenney-Herbert added. "Alcaraz is on the right path to match Roger Federer: becoming the second tennis billionaire in USD."

Beyond Nike, Alcaraz partners with major brands such as: Rolex, Babolat, BMW, Calvin Klein, Louis Vuitton, and Evian. Sources confirm that sponsorships from brands contributed over 35 million USD to Alcaraz's account in 2025 alone. Forbes estimates Carlitos's net worth at around 42,3 million USD, potentially rising to 85 million USD this year.

For Federer, concluding his era with Nike provided the Swiss former tennis player an opportunity to become a shareholder in the fashion brand On. With Federer as an ambassador, the brand has grown significantly, with an estimated value of 20 billion USD. This also benefits Federer, given his stake in On. Considering only prize money, Federer has 130,6 million USD, ranking third all-time, behind Rafael Nadal (135 million) and Djokovic (192,6 million).

Vy Anh