Daniil Medvedev, nicknamed, Bear, plays tennis as if it were a chess game. Medvedev’s strength lies in reading his opponent’s play and forcing them into making mistakes.
Daniil Medvedev represents the Russian resurgence in men’s tennis. Medvedev, along with Karen Khachanov and Andrey Rublev are expected to win many grand slam titles for Russia. Medvedev became the first Russian man since Marat Safin 2015 to win a grand slam title.
Medvedev has struggled to attract sponsors despite his great performance on the court. Not many companies in his native Russia are keen on sponsoring athletes. In general, foreign brands have also been reluctant to sponsor Russian players. With his 2021 US Open title, his sponsorship fortunes have improved with his elevated status in the men’s game.
On his way to to the 2021 US Open title, he denied Novak Djokovic the grand slam – winning all four title in the same season. In 2022, he reached the top of the world rankings. His sponsors are Lacoste, Tecnifibre, BMW, Bovet, Tinkoff, and HyperX. He has earned over $30 million in his career.
Daniil Medvedev’s Sponsors
Lacoste signed up Medvedev to an apparel deal in 2019. He was previously with Lotto. Lacoste bought French string racquet maker Tecnifibre in 2017 and has actively tried to sign up players who use Tecnifibre racquets. In 2020, Lacoste extended its contract with Medvedev until 2026. Until 2019, Medvedev was wearing Lotto shoes and clothing.
Medvedev used Tecnifibre racquets to power his explosive game on the court. He also uses the Tecnifre racquet bags and strings. He currently uses the Tecnifbre TFight 305 RS racquet with Razor Code strings.
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Luxury car market BMW signed a sponsorship deal with Medvedev in late 2019. Medvedev has appeared in Russian media campaigns promoting the brand.
Swiss watch manufacturer Bovet 1822 signed Medvedev as its brand ambassador in 2019. Medvedev will be wearing the Ottantasei Tourbillon timepiece. The company cited continued effort, improvement, and humility as the shared values between the watchmaker and Medvedev.
Tinkoff is the first Russian company to partner with Medvedev. Tinkoff is a Moscow-based financial company with a strong online presence.
Gaming peripherals maker HyperX signed up Medvedev as its global brand ambassador in 2021. He is the company’s first Russian brand ambassador.