Saudi Arabian Tennis Federation Partners Rafael Nadal

The Saudi Arabian Tennis Federation, the nation’s authority for the sport, has announced Spanish tennis legend Rafael Nadal as its brand ambassador. 

Under the deal, the 38-year-old Spaniard, who has won 22 Grand Slams over his illustrious career, will play a long-term pivotal role in encouraging the growth of the sport in Saudi Arabia. 

The Gulf nation, which has one of the highest youth populations in the world, wants to encourage its citizens embrace sporting pursuits. He is also poised to make regular trips to Saudi Arabia as the country will build a Rafa Nadal Academy. With 2024 probably being the last season of the Spaniard’s career, it seems like the deal is part of a massive payday as he edges towards retirement. 

Following the deal, Rafael Nadal said, “Everywhere you look in Saudi Arabia, you can see growth and progress and I’m excited to be part of that. I continue to play tennis as I love the game. But beyond playing I want to help the sport grow far and wide across the world and in Saudi there is real potential. The kids here today are looking to the future and have a real passion for all sports.”

“If I can help them pick up a racquet or simply get fit and enjoy the benefits of healthy living, then I’ll be happy to have made a difference.”

Apart from football, golf, boxing and racing, Saudi Arabia has been active in trying to grow tennis by securing hosting rights for the Next Gen ATP Finals for the world’s best Under-21 male players. It has is in the midst of negotiating hosting rights for the Billie Jean King Cup and the season-ending WTA Finals.  

According to ASN data, tennis (6.5%, US$888.9m) has the 6^th largest share for sport across the Asian sponsorship market since Q221, obviously, China has 79.8% of the investment, dominating the lion share of the deals. Quarterly investment has been rather stable during this period, averaging almost US$79.1m, and with Saudi Arabia doubling up, we are bound to see these numbers spike up.