Sinner and Paolini, the new gold faces of Italian tennis: how much are worth and how much the two champions earn

Until a few years ago, talking about tennis in Italy meant evoking glories of the past and uncertain hopes. Today, however, the face of the movement appears solid, defined, winning. Has red hair and South Tyrolean coldness of Jannik Sinnera number 1 in the world that does not like the limelight as much as the match points; and the sweet and determined smile of Jasmine Paoliniwho made sacrifice and constancy its trampoline towards the world elite. But beyond the racket, the two phenomena also represent A disruptive economic case. Because today, in Italian tennis, the millions are not counted only in spectators: there are in prizes, sponsors and market value.

When Jannik Sinner took the field for the Australian Open 2024 final, millions of Italians followed him live. That triumph – a comeback against Daniil Medvedev – It was not only a sports turning point: it was the emblem of the economic transformation of a young athlete in a Global tennis asset.

Sinner, a world -top performance

But the ranking is not the only indicator that tells its rise. The other ranking, that of earnings, is perhaps even more eloquent. If at just 23 years old Jannik Sinner has become The first Italian in the history of the ATP ranking to hoist himself at number 1 in the world2024 was an extraordinary season also from an economic point of view. According to the official ATP data, Sinner has earned more than 18 million euros in prizes only last yearplaced in second place for annual earnings in the history of male tennis. Only Novak Djokovic did better in 2015 (with almost 19 million euros). Trentino raised eight seasonal trophies, including two Grand Slam tournaments (Australian Open and US Open) and the ATP Finals of Turin, where Djokovic himself beat in the group stage and Carlos Alcaraz in the final. To these are added the 6 million dollars received for participation in the Six Kings Slam tournament in Saudi Arabia. This event, although not returning to the official ATP circuit, has consolidated Sinner’s status as a global icon. Total seasonal field earnings in 2024: about 22.5 million euros
And 2025? In January, Sinner conquered his second consecutive title at the Australian Open, beating Alexander Zverev in the final by putting his hands on over 2.1 million euros. At the International of Rome, in May, the South Tyrolean collected a prize of 523,870 euros for reaching the final, where he was defeated by Carlos Alcaraz with the score of 7-6 (5), 6-1.
According to official ATP statistics, Sinner has accumulated about 36 million euros in cash prizes during his career.

The Sinner brand business

But if the field numbers are already impressive, those off the pitch are even more. The contract signed with Nike – a ten -year of $ 150 million – positions it at the level of global icons. Agreements with Gucci, Rolex, Head, Lavazza, Alfa Romeo, Technogym, Fastweb, Parmigiano Reggiano, De Cecco and the Roche-Posay complete a commercial package of over 15 million per year, according to estimates Forbes.
Total earnings 2024 (prizes + sponsors): about 36.5 million euros.

Its net assets, according to various sources, wanders between 75 and 80 million euroswith large growth prospects. His reserved style, away from the clamor and consistent with his image, has attracted brands in search of authenticity. It is not an influencer, but it is a model of reliability, discipline and talent. And this at the Marche in search of Ambassador likes.

Sinner’s macroeconomic and cultural impact

Sinner’s success also had effects on the entire Italian sports system. The influx of sponsors to national tennis has grown significantly: according to a Stageup -Ipsos relationship, Investments in Italian tennis increased by +42% between 2021 and 2024. The ATP finals in Turin recorded audience records and listening, largely towed by Sinner’s presence. Tennis youth circles have also seen an increase in registrations of +35% in the last two years. It is not risky to say that Sinner is not only a tennis player, but a strategic lever for the entire national sports system.

Paolini, the Tuscan fairy tale that is worth millions

Jasmine Paoliniborn in Castelnuovo di Garfagnana, is the first Italian tennis player after Francesca Schiavone to reach two Slam finals in the same season. At 28, Paolini touched the final at Roland Garros, in Wimbledon and won Dubai’s WTA 1000. The icing on the cake: the Olympic double gold with Sara Errani in Paris 2024, and the conquest of the Billie Jean King Cup with Italy. A magical year on 2024. And 2025 promises not to be less: Saturday 17 May, Paolini overwhelmed the number 2 of the Coco Gauff ranking and became The first Italian Queen of the International of Rome since 1985hitting his second Masters 1000 in his career.

Economically, the climb was equally surprising. In 2024, Paolini was inserted by Forbes Among the 20 most paid athletes in the world, with a total gain of 8 million dollars (7.1 million euros), of which 6.5 million deriving from cash prizes and 1.5 million from sponsorships and image rights. With the only prizes collected in the 2024 season, Jasmine entered the top 10 WTA of the prizes for the first time. And while the great sponsors are starting to knock on his door, the media visibility obtained in the last 12 months has multiplied the Endorsement opportunities.

And 2025? Until early May, Paolini had earned further 700 thousand euros in prizes deriving from its performance in the WTA tournaments. To these are added the prize pool of the International of Rome ( 877,390 eurosfor the singular won against Coco Gauff, and 400,650 euros to be divided with Sara Errani, together with which he conquered the women’s double, for a total of 1,077,670 euros) and revenues from sponsorships and commercial partnerships, estimated at approximately 930 thousand euros Annui, thanks to collaborations with brands such as Asics, Yonex and Intesa Sanpaolo.

The « brand » Paolini is valid between 5 and 10 million dollars

Today it is testimonial of brands such as Asics for sportswear, Yonex for rackets and Intesa Sanpaolo. Always second Forbesland its revenue from sponsorships and extra-champion activities amount to around 1.4 million euros in 2024. The value of his brand is currently estimated in a large scissor between 4 and 9 million eurosbut the figure is destined to rise, also thanks to its transversal popularity and the message that embodies: work, humility, dedication. In a female panorama often dominated by disruptive personalities, Paolini stands out for measure, constancy and resilience.

Two talents, one whole country: the Italian tennis boom

Thanks to Sinner and Paolini, tennis, in Italy, has returned to being a national sport, with listenings that rival those of football and an international credibility never so strong. Italian and international companies have grasped the moment. According to a study by Sole 24 hours, Advertising investments in the tennis sector in Italy grew by 40% from 2021 to 2024largely thanks to the visibility obtained by the two champions. Rai, Sky and Eurosport multiplied the schedule appointments, and social contents linked to Sinner and Paolini travel to millions of views.

And, so, while new Slam and new records chase out, off the field Sinner and Paolini write a new page of the sports economy. A page that is worth tens of millions of dollars, and that, for once, speaks with Italian accent.