Alcaraz is the new face of tennis. Alcaraz’s rising influence, both on and off the court, pushed him past Novak Djokovic as the highest-paid tennis player in 2024. Alcaraz earned $42.3 million, with $10.3 million from tournament winnings and a whopping $32 million from endorsements with brands like Nike, Babolat, and Rolex. As the Big Three era comes to an end, all signs indicate that the sport has a new king.

Rafa and Osaka are winning off the court. 2024 hasn’t exactly been their year—Nadal’s season has been riddled with injuries, while Osaka hasn’t made it past the second round of any Slam. Their on-court earnings reflect this—$600k for Osaka and $300k for Nadal—but off the court, they remain two of the most marketable stars in tennis. Osaka pulled in $14 million this year from deals with Nike, Louis Vuitton, and Beats by Dre (did you know she’s also co-founder of a skincare line, Kinlo?). Meanwhile, Nadal continues his long-running partnerships with Kia and Richard Mille and recently teamed up with Infosys, boosting his off-court earnings to $23 million.