Brands That Sponsor Frances Tiafoe

Frances Tiafoe is the son of immigrants from the African nation of Sierra Leone.  His father, Constant Tiafoe was a custodian at Junior Tennis Champions Center (JTCC) in suburban Washington, D.C.  There, the young Tiafoe learned tennis at a young age.

Though his family didn’t have much in terms of money, Tiafoe learned tennis studiously and had success in the juniors and later on, on the ATP tour. His favorite tennis player is Juan Martin Del Potro.

Tiafoe idolizes NBA star, Lebron James.  Tiafoe hopes his tennis success will one day put him in the position to inspire others and help those in need just as the three-time NBA champion is doing.

Tiafoe was a tennis phenom at a young age. At age 15, he won the Orange Bowl, becoming the youngest champion in the tournament’s history. His career-high ranking was world number 19, which he reached in 2022. His best grand slam result came at the 2022 US Open where he reached the semifinals. He reached the semifinals at the US Open again in 2024.

Frances Tiafoe is represented by the sports agency IMG. In addition to representing many tennis players, IMG also owns, manages, and consults on professional tennis tournaments. Until 2022, he was represented by Octagon. His sponsors are New Balance, Yonex, Cadillac, Stella Artois, and Tag Heuer. He has earned over $15 million in his career.

Frances Tiafoe’s Sponsors

New Balance

At the end of 2024, Tiafoe moved to New Balance. Before that, he had a clothing and shoe sponsorship deal with Nike.

In 2018, Nike released the “Big Foe” special-edition sneakers honoring Tiafoe. The tongue of the shoe includes a “Big Foe” logo, and Oreo cookie-styled colors play across the rest of the sneaker, including on the speckled outsole and the multicolored laces.

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Yonex

Tiafoe uses Yonex racquets on the court.  His current racquet is the VCORE PRO 97 racquet. The isometric head shape gives Tiafoe a wider sweet spot for his shots.

Tag Heuer

Tiafoe is an ambassador for the Swiss watchmaker Tag Heuer.  Tiafoe joins tennis stars Felix Auger-Aliassime, Hyeon Chung, and Denis Shapovalov in representing the brand.

Nestle’ Nesquik

Nestle’s Nesquik brand signed a collaboration agreement with Tiafoe. Tiafoe has appeared in digital ads as part of the brand’s #KeepOnChuggin campaign.

Stella Artois

In 2023, Tiafoe became an ambassador for the beer brand Stella Artois

Cadillac

Tiafoe signed a partnership with Cadillac in 2013