Why Carlos Alcaraz Is The Next Face of Nike Tennis

Carlos Alcaraz signed a massive new contract extension with Nike.

Nike is building its future tennis plans around Carlos Alcaraz. / Susan Mullane-USA TODAY Sports

What is left for a 21-year-old who has already won three major titles? Everything, as the sky is the limit for Carlos Alcaraz. Fresh off winning the French Open, Alcaraz reportedly signed a massive new contract extension.

According to multiple news outlets, Alcaraz recently signed a multi-year contract extension with Nike worth $15-$20 million annually. The new agreement is expected to run well into the next decade.

The timing could not be better for the budding superstar or the brand. Alcaraz is quickly becoming the heir apparent to tennis' big three, and Nike's roster is losing stars.

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Roger Federer and Serena Williams retired in 2022. Even worse, Rafael Nadal's legendary career is coming to a close soon. The brand still has plenty of star power in Jannik Sinner, Naomi Osaka, and Aryna Sabalenka.

However, Alcaraz might have the most promising future of this new generation of rising stars.

The reporting on Alcaraz's contract extension indicated that his deal included his own custom logo with the company. Like a select few tennis legends before him, it sounds like Alcaraz will soon get a signature apparel and tennis shoe collection.

Alcaraz is currently the second-ranked ATP men's singles player, behind only Sinner. Tennis fans could be in for a treat over for a long time to come between two Nike athletes similar to the golden years of Nadal and Federer.

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