Ben Shelton firmly rejected comparisons to tennis legends, including Roger Federer, in the days leading up to his US Open debut. His blunt remarks came during a press conference where questions about his sponsorship with On Running drew particular attention, highlighting his serious focus on the tournament rather than the hype around brand affiliations.
The Role of Roger Federer in On Running’s Tennis Expansion
On Running, the Swiss company known for its high-performance running shoes, has expanded into tennis largely through Roger Federer’s involvement since 2019. Federer, who owns about 3% of the company, has not only invested in On but also contributed to designing its tennis footwear line named The Roger. His participation has helped the brand attract leading tennis players including Ben Shelton, Iga Swiatek, Joao Fonseca, and Flavio Cobolli, positioning On as a fresh alternative to dominant brands like Adidas, Nike, and Lacoste.
Shelton’s Candid Response on Sponsorship Questions
During his New York press conference, Shelton was asked about the importance of his sponsorship with On compared to bigger brands. Rather than directly answering, he dismissed the question and directed attention to On’s recent financial report as evidence of the brand’s growing stature.
“Your relationship with On is a similar situation as Jack. I wonder for you how important that sponsorship is, what you get from it compared to being with a different brand. He’s moved. He is not with one of the big ones,” the journalist asked.
“So On is not a big company? Did you see the earnings report a couple of weeks ago? It’s not a Nike or adidas? Sorry, bro. I don’t like that question,” Ben Shelton replied.
Earlier in March 2023, Shelton committed to a full apparel and footwear endorsement deal with On Running, signaling his commitment to the brand as it continues to build its presence in tennis through notable athlete partnerships.
Implications for Tennis Sponsorship Dynamics
Shelton’s frank defense of On underlines a shifting landscape in tennis sponsorship, where emerging companies backed by influential figures like Federer are challenging traditional industry giants. His stance not only reflects confidence in On’s rapid growth but also suggests a broader openness among athletes to support innovative brands that align with their values and ambitions rather than just legacy endorsements. As the US Open unfolds, Shelton’s performance and his association with On may further influence how players and fans view sponsorships within the sport.