The brands behind the 2026 ATP Finals Who supplies the racquets, shoes and kits?

The 2026 Nitto ATP Finals get underway this weekend in Turin. From 15 to 22 September, the eight best players in the men's rankings will go head-to-head at the Inalpi Arena. Sascha Zverev, Carlos Alcaraz, Ben Shelton, Daniil Medvedev, Flavio Cobolli, Arthur Fils, Francis Tiafoe and Rafa Jódar make up this year's pantheon, in an edition that Jannik Sinner has unfortunately been forced to miss due to knee problems. The tournament's international spotlight will be important not only from a sporting perspective, but also for the suppliers represented by the players on court.

The era of the Nike-adidas duopoly is over. In recent years, we have witnessed an increasing number of new players entering the scene alongside the traditional names. When it comes to apparel, tennis players have become much more open to switching sponsors. The same cannot be said for racquets and strings, where changes are minimal or virtually non-existent. In this case, players tend to seek out and choose the equipment best suited to their playing style, sometimes customising specific technical details. The result is a much stronger and more enduring relationship with a particular supplier, one that goes beyond the financial aspect which, by contrast, can play a more prominent role when choosing clothing and footwear.

Carlos Alcaraz

Set to make his fifth appearance at the tournament, Carlos Alcaraz is eager to claim his first ATP Finals title, bringing his usual suppliers onto the court, more or less. After initially signing with Lotto, he has been wearing Nike since 2019. In June 2024, he signed a new ten-year deal reportedly worth between $15 and $20 million, cementing his status as one of the leading athletes in the Nike universe. The agreement also saw the creation of a personal logo incorporating his initials. At the final Grand Slam of the season, the US Open, the Spaniard wore a shirt and shorts from the Travis Scott x Cactus Jack x Nike collection. The standout feature, clearly visible both on his kit and on the Zoom Vapor 12 HC shoes he wore on court, was the reverse Swoosh, the signature detail of the successful collaboration between the American artist and sportswear giant. It remains to be seen which Nike outfit he will choose for the Finals in Turin: will he stick with this latest look or return to a more classic design?

The Murcian sensation has been playing with Babolat racquets since the age of 10, with his contract renewed in 2023 until 2030. Unlike other players who use heavily customised frames, his Pure Aero 98 remains largely faithful to the retail version. He pairs it with strings from the same French brand, alternating between the RPM Blast and RPM Team models. The racquet features a compact 98-square-inch head size, a 16x20 string pattern and integrated flax fibres. Beyond these partnerships, Alcaraz is also an ambassador for several luxury brands, including Rolex, whose watches he wears in post-match appearances and press conferences, Louis Vuitton, Calvin Klein, BMW and food company El Pozo, whose logo can be spotted on the caps worn by members of his team in the stands.

Alexander Zverev

Alexander Zverev's long-standing apparel partner has been adidas since February 2016. Back then, he was an 18-year-old rising star ranked 78th in the ATP rankings. Today, he sits at the top of the rankings, coming off the best season of his career, with victories at Roland Garros and the US Open. His head-to-toe deal makes the German one of the leading faces of the Adizero line, wearing its apparel alongside Defiant Speed shoes. Racquets and strings, meanwhile, have been supplied by HEAD since Alexander was a child. Until 2019, he endorsed the Speed line before officially switching to the current Gravity Pro, occasionally alternating it with the Gravity Tour 100.

More recently, the partnership has also produced limited-edition racquets developed together, including the Head Auxetic 2.0, featuring reversible gold and deep purple colourways. His strings are the polyester monofilament Head Hawk Touch, also used by Jannik Sinner, which are particularly suited to the German's aggressive playing style. Zverev is also notoriously meticulous when it comes to string tension. Since January 2025, he has been a brand ambassador for luxury watchmaker Jacobs & Co., alongside partnerships with Loewe Technology and cryptocurrency platform Bitpanda. Other brands, such as Rolex and Beats by Dre, have previously cut ties with the tennis player following controversial incidents from his past. Another unusual sponsorship was his deal with FlowBank, which came to an end after just five months following the collapse of the Swiss bank.

Ben Shelton

Ben Shelton will be making his second appearance at the ATP Finals, following his debut at last year's edition at the Inalpi Arena. The American has relied on Yonex for his racquets since 2022, the year he joined the professional circuit. After experimenting with several models in the past, he has settled on a customised Ezone 98, which has accompanied him throughout his rise to the top and his most recent achievements. He pairs it with strings from the Japanese supplier, combining Poly Tour Strike in the mains with Poly Tour Pro in the crosses. While most players also turn to Yonex for their technical apparel, Shelton is among the few who have chosen to go their own way.

After previously wearing New Balance, in March 2023 he became one of the first ambassadors of Swiss brand On, alongside Iga Świątek. The company, co-owned by Roger Federer, benefited from Shelton's rise and growing visibility on the court. However, the partnership will come to an end in January 2027, when the American is set to return to New Balance on a lucrative sponsorship deal. The Turin Finals will therefore be the last major stage on which On features alongside the Atlanta-born player. Rolex has been his watchmaking partner since January 2024, while Bose supplies his audio equipment and headphones. Ralph Lauren first chose him as a leading face of its fragrance line and subsequently expanded the relationship into lifestyle. Other partnerships include Loewe, although this is closely connected to his relationship with On, and Thorne, a specialist in supplements and sports wellness.

Daniil Medvedev

Among the most established partnerships in tennis is the one between Daniil Medvedev and Lacoste. Currently ranked world number five and set to make his seventh appearance at the ATP Finals, the Russian has been closely associated with the French brand since April 2019, with Lacoste supplying his apparel, footwear and racquets. The latter are made by Tecnifibre, a brand that belongs to the Lacoste Group and with which Medvedev had already signed a deal in 2016, when he was ranked 329th in the world. His racquet of choice for years has been the iconic T-Fight 305, a frame combining an elegant design with excellent manoeuvrability and versatility, paired with Razor Code strings.

The collaboration between the Russian player and his French supplier went beyond a traditional sponsorship deal as early as 2021, when the two developed the AG-LT21 Ultra tennis shoes together. In 2023, they took things further with the creation of his signature logo, combining his initials into a controller-inspired design. Video games are one of Medvedev's biggest passions, which have also led to commercial partnerships with Electronic Arts, HyperX and Ubisoft, for which he serves as a game ambassador for Rainbow Six Siege. Bovet 1822 has been his watchmaking partner since 2019, completing a portfolio of deals that also includes BMW and Fahrenheit.

Flavio Cobolli and Arthur Fils

Italy will be represented in Turin by Flavio Cobolli, who is making his debut at the elite competition. The 2002-born Roman will be the second On athlete in this year's line-up, following a partnership that began in 2024. On the court, he wears shoes from The Roger Pro line, featuring a carbon-fibre Speedboard midsole designed to support the rapid changes of direction that define his game. His racquet of choice is the unmistakable HEAD Radical Pro, with its fluorescent orange colour becoming a distinctive feature of his emerging brand identity. He pairs it with Signum Pro Firestorm polyester strings. Since last spring, his watchmaking partner has been Bianchet, which stands out among a growing portfolio of sponsorships that includes Renault and Red Bull, as well as Polaroid Eyewear, Pulsee Luce e Gas, Pasta Felicia and La Roche-Posay.

All French hopes rest on Arthur Fils, who has enjoyed a remarkable rise through the ATP rankings. It comes as no surprise that the brand dressing him is fellow French label Lacoste, with their initial agreement signed in January 2024. Unlike Medvedev, however, the 2004-born player has opted for a different footwear supplier, wearing Asics Gel-Resolution shoes on court. His racquets and strings also come from a French supplier: Babolat provides him with its renowned Pure Aero 98, paired with RPM Blast strings, much like Alcaraz. Away from the court, Fils became an ambassador for fashion house Balenciaga towards the end of 2025. His partnerships also include three other French icons: carmaker Renault, mineral water brand Evian and financial group Corum, as well as a deal with Saudi sovereign wealth fund PIF, which is rapidly expanding its presence in the tennis world.

Francis Tiafoe and Rafael Jódar

Frances Tiafoe will also be bringing a Yonex setup to the 2026 Finals, making him the second American in the competition. Although he used Duel G/V Core models for a long time, in recent months he appears to have settled on the Percept 97, paired with PolyTour Pro strings, an ideal combination for his aggressive style of play. At the beginning of 2025, Tiafoe parted ways with Nike as his apparel and footwear supplier, marking the start of some rather unconventional choices. Since then, he has worn Ultrashot 4 shoes by American brand K-Swiss, while choosing Lululemon for his on-court outfits. Founded in 1998 as a retailer of yoga trousers and accessories, the North American brand has since expanded into sportswear. Tiafoe's colourful, customised outfits have made him one of the most recognisable players on the circuit, raising expectations ahead of the upcoming tournament in Turin. Anheuser-Busch, Evian, General Motors, Verizon and Fitline are just some of the current and former sponsors associated with a player whose image is anything but conventional.

Completing the line-up is Rafael Jódar, who has secured an extraordinary qualification, especially considering that he began 2026 ranked 150th in the world. The 2006-born player from Leganés will take to the court in an adidas outfit, with HEAD supplying his racquets. His German supplier's shoes came under scrutiny during the Cincinnati Open: Jódar's aggressive, dynamic style of play caused the laces on his Adizero Ubersonic model to break repeatedly, leading his opponent Shapovalov to accuse him of wasting time. HEAD supplies the Spaniard with both racquets and strings, with his setup featuring a customised Speed MP, adjusted in terms of weight and balance and paired with Lynx Tour polyester monofilament strings. A few weeks ago, he also officially joined the Rolex family, further elevating his status and commercial appeal. The number of suppliers backing him is only likely to grow from here.