Sinner aims to exceed 6 million jackpot after Rome

Jannik Sinner is aiming to exceed 6 million euros and approach 7 million euros in total prize money with his possible victory at the Internazionali d'Italia in Rome. In the capital's tournament the prize money for the winner exceeds one million euros. To this victory must be added the other Masters 1000 won since the beginning of the season: Indian Wells with about 1.2 million dollars, Miami Open (1,151,380 dollars), Monte-Carlo Masters (974,370 euros) Madrid Open (1,007,615 euros), while the semi-final at the Australian Open lost to Novak Djokovic is worth about 1,250,000 Australian dollars, i.e. about 770-780,000 euros.

But the jackpots are only the tip of the iceberg, as Sinner's business empire is worth between EUR 80 and 100 million, with headquarters in the gilded tax haven of Monte Carlo.

Everything revolves around the Principality, where Jannik Sinner, a South Tyrolean from San Candido but resident on the Côte d'Azur, has also moved the headquarters of his business empire. He set up a company called Wooly Lemon, with its head office on Boulevard Princesse Charlotte. It was registered on 6 December 2024 (constituted on 6 August 2024) to directly manage his image rights, advertising contracts and marketing, communication, sponsorship, merchandising, public relations and also consultancy to sporting entities.

Directing the imperium is Avima Sports & Business Management, an agency founded by Alex Vittur, a former tennis pro and friend of Jannik. The latest figures available are from 2024. If at that time total revenues from sponsors were around 30-40 million, it is realistic to assume a growth of 20-25% in 2025-2026, driven by the champion's fame and recent victories. Sponsorship revenues could now exceed 50 million. New merchandising and licensing lines with an additional impact of 10 million can also be expected. All in all, therefore, Wooly Lemon's image rights business could reach over 60 million annually with the possibility, if the victories continue and the popularity of the champion increases, of touching the 80 million mark and approaching 100 million.

What gave a decisive boost to revenues was above all the victory at Wimbledon last year, which further increased visibility and appeal. With Nike, a ten-year contract worth around 150 million was signed for tennis clothing and shoes. With Head, the contract was extended and brands such as Rolex, Gucci, Alfa Romeo, Lavazza, De Cecco were added. Intesa Sanpaolo, and several others.