Rolex has secured the promising talent of Ben Shelton, the emerging American sensation currently holding a top-20 ranking and poised for a stellar tennis career. The luxury brand’s decision to sign Shelton comes as no surprise, given his impressive achievements and potential.

In 2023, Shelton made waves by reaching the semifinals at the US Open and the quarterfinals at the Australian Open. Shelton has a  powerful serve and prefers to dominate his opponents with first-strike tennis.

Honing his skills at the University of Florida, where his father, Bryan Shelton, served as coach, Ben Shelton claimed the NCAA title in 2022, solidifying his position as the country’s top-ranked college tennis player.

He is sponsored by the Swiss brand for his shoes and apparel, Shelton shares a common affinity among tennis players as an avid admirer of Roger Federer who also had a sponsorship deal with Rolex.

In a trend where top athletes heed the call of Saudi Arabia’s petrodollars, icons like Cristiano Ronaldo and Lionel Messi have already hopped on the Saudi bandwagon. The latest addition to this lineup is Rafael Nadal, who has recently been appointed as the Ambassador for Saudi Tennis by the Saudi Tennis Federation.

Nada will play a key role in promoting and advancing the sport within the country. Notably, the Saudi Tennis Federation said Nadal will open an academy in Saudi Arabia. This move comes when there is a noticeable absence of Saudi players on the men’s tennis tour.

Speaking of his new role, 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.

In 2023, Saudi Arabia played host to the Next Gen ATP finals. The country also hosted exhibition matches with renowned players such as Carlos Alcaraz, Novak Djokovic, Ons Jabuer, and Aryna Sabalenka.

The buzz surrounding Nadal’s appointment also sparks speculation about Saudi Arabia’s potential investment in the ATP and a desire to take on a more substantial financial role in the world of tennis. As Nadal aligns himself with Saudi Tennis, the collaboration may serve as a precursor to significant developments in the tennis landscape.