# Sabalenka named world’s most marketable athlete in 2026, ahead of Alcaraz and Sinner

- URL: https://apitofinal.pt/en/modalidades-en/tenis-en/sabalenka-named-worlds-most-marketable-athlete-in-2026-ahead-of-alcaraz-and-sinner/
- Published: 2026-10-29T08:33:37+00:00
- Updated: 2026-10-29T08:38:03+00:00
- Publisher: Apito Final (apitofinal.pt)
- Section: Ténis
- Tags: Aryna Sabalenka, Carlos Alcaraz, Grand Slam, Jannik Sinner

## Article

Aryna Sabalenka has recently emerged as the world’s most marketable athlete for 2026, ahead of prominent figures such as Jannik Sinner and Carlos Alcaraz. The Belarusian, currently ranked world number 2, achieved this remarkable feat in a SportsPro list that analyses athletes’ commercial compatibility with the biggest brands on the planet. The distinction comes after Sabalenka lost her number 1 ranking following 99 consecutive weeks at the top, but she continues to shine off the court.

The SportsPro ranking is a prestigious benchmark that assesses athletes on three main metrics: the brand equity generated, the momentum of that equity, and the athlete’s potential to increase brand value further through sponsorship. Sabalenka scored an impressive overall 80.95 out of 100, standing out particularly in the momentum metric, where she reached 29.88 out of a possible 40. By comparison, Alcaraz and Sinner scored 73.17 and 63.78 respectively.

Sabalenka’s rise in the brand world was driven by her change of management, leaving IMG for Evolve last year. The move has brought a significant increase in brand collaborations, including partnerships with names such as Gucci and Emirates, while she also keeps deals with sporting giants such as Nike and Wilson. Her social media presence has also played a crucial role, with 5.7 million followers on Instagram, where she openly shares moments from her personal life and announcements of new collaborations.

However, success off the court has not come without criticism. Sabalenka’s form in 2026 has come under scrutiny, especially after a marked drop in performance. During a press conference at the US Open, she expressed her frustration when asked about her activities away from the court. Critics such as Boris Becker have questioned her dedication to tennis, suggesting that her social media interactions and sponsorship deals could be diverting her attention from the sport.

Despite the difficulties, Sabalenka has a respectable record of 47 wins and 11 defeats this year, including three titles and two Grand Slam finals. The pressure and expectations surrounding her reflect the high standards she set while world number 1. Recognition as the world’s most marketable athlete may serve as validation of her choices and her focus on growing her personal brand, even in difficult times.