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Big Numbers in the Making As Alcaraz elegantly ascended the ranks of the tennis world, so too did his collection of brand endorsements. From his humble beginnings sporting Lotto and Naffta attire as a junior, he swiftly upgraded to the upper echelons of sportswear with a coveted Nike contract in 2019. Since his grand entrance onto the ATP Tour stage in 2020, he’s been faithful to Nike, as well as to Babolat. With recent victories at the US Open and Wimbledon enhancing his resume, it’s no wonder global brands are looking to associate with Alcaraz’s star power. His endorsement portfolio includes world’s most illustrious brands with global reach and notable brand values including: Nike ($30 billion), Louis Vuitton ($26.3 billion), Rolex ($10.7 billion), BMW ($20.94 billion), Calvin Klein ($1.5 billion), Babolat ($114 million), and even ElPozo, the Spanish food company specializing in meat products with sales exceeding 42.8 million last year. Although the exact figures are undisclosed, rumors suggest that Alcaraz earns a substantial $8 million annually from his collaboration with Rolex alone. This sum evokes memories of Roger Federer’s success.