‘Style icon’ Jannik Sinner’s big sponsors – A $158m Nike deal, Gucci’s statement of intent and more

Jannik Sinner Gucci partnership

Jannik Sinner is the definition of hot property in terms of endorsement deals with a company like Gucci willing to jump through hoops for the rising star.

The Italian made history at Wimbledon this year when entered the hallowed Centre Court with a high-end luxury luggage bag that broke some traditionally strict rules at SW19.

With Wimbledon known for its famous all-white dress code, which includes equipment, Sinner’s custom-designed Gucci duffle bag – emblazoned with the iconic GG monogram with eye-catching green and red straps – set the tongues wagging.

“He’s become the talk of the locker room – a style icon,” BBC commentator James Burridge noted during the clash against Quentin Halys in July.

Sinner and the Gucci team had to get special approval from the All England Club to make sure “the bag met the necessary requirements”.

But the luxury brand was more than happy to go the extra mile as Sinner has become one of the most-talked-about players in tennis.

Jannik Sinner at Wimbledon
“Style icon” Jannik Sinner with his Gucci bag at Wimbledon

Sinner has enjoyed a brilliant 2023 season that saw him win his maiden ATP Masters 1000 title, beat the likes of Novak Djokovic and Carlos Alcaraz, and lead Italy to their first Davis Cup title since 1976.

It’s no surprise that everyone wants to be linked to Sinner, but who are the big brands with ties to the Italian?

NIKE – Footwear and Apparel

Jannik Sinner turned professional in 2018 and a year later he joined the Nike stable.

Following a successful couple of years on the ATP Tour, Nike decided to invest long-term as Sinner signed a 10-year, $158 million endorsement deal with the American athletic footwear and apparel giant.

Sinner already has his own Nike logo and there are reports he will is apparently in line to his own merchandise range.

HEAD – Rackets

American-Austrian manufacturer HEAD initially sponsored Sinner’s apparel and rackets, but these days they are only in charge of rackets following his link-up with Nike.

ROLEX – Luxury watches

Following in the footsteps of fellow tennis star Roger Federer, Sinner became a global Rolex ambassador in early 2020.

Fellow youngsters Carlos Alcaraz and Holger Rune are also part of the Rolex stable.


Unsurprisingly, luxury Italian luxury car manufacturer Alfa Romeo was always going to sponsor an Italian player and Sinner joined soon after his breakthrough season in 2020.

Sinner was spotted with an Alfa Romeo Stelvio Q4 Veloce after the 2023 ATP Finals in Turin, Italy, and it costs anything between £45,000 to £60,000.

LAVAZZA – Coffee

Another Italian company linking up with Sinner is coffee company Lavazza. Sinner started endorsing the brand in 2020 and Lavazza introduced the partnership as the “Jannik beyond Sinner” project.

“For Lavazza, he is more than a worldwide sport ambassador, this partnership represents a perfect match between tennis values and passion for excellence. Lavazza recognizes the importance of nurturing young talent and believes in Jannik’s potential to shape the future of tennis,” a statement read.

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A post shared by Jannik Sinner (@janniksin)

GUCCI – Goods, apparel and accessories

The famous Italian fashion house joined forces with Sinner in 2021 and they have been richly rewarded as the Italian has taken his game to the next level over the past few seasons.

His Wimbledon bag statement in July 2023 shows just how much they are willing to invest in Sinner, who told Women’s Wear Daily that it was the “first time a high-end luxury luggage piece has been brought on court [at Wimbledon]”.

He also carried a similar Gucci bag – which features J.S and his personal logo – at the US Open a few months later.

“Bringing sport and luxury fashion together in this way is something that’s never been done before and I feel extremely proud to be a part of it,” Sinner said. “I hope people will love it as much as I do.”


Sinner is also the face of cheese company Parmigiano Reggiano as he stated in 2020: “I am honoured to become an ambassador for a brand like Parmigiano Reggiano, which is an icon of made in Italy.

“I have been a loyal consumer since I was a child; I believe a lot in this partnership that I hope will move forward over time.”

Sinner also has links with Cesena-based Technogym, which describes itself as the “world leader in gym equipment for fitness clubs, sports centres, medical centres and home training”

“I’ve been training with Technogym for many years and now I feel very honoured to become a Global Ambassador,” Sinner said. “Improving every day both on and off the pitch is important to my success and I’m proud to have the Technogym family at my side. I’m extremely excited about what the future holds and I can’t wait to put myself to the test.”