Why luxury brands are courting tennis stars

Luxury fashion brands are increasingly targeting tennis stars as brand ambassadors and collaborators, driven by the sport's style-conscious athlete culture and a shifting sportswear market. The trend reflects tennis becoming a new obsession for the luxury industry, which sees the game's global appeal and fashionable image as a powerful marketing opportunity. The Financial Times reports that this courtship of tennis personalities represents a significant commercial shift in how luxury labels approach sports sponsorship.