Ben Shelton reportedly offered $13 million New Balance deal after leaving Roger Federer's On

Wednesday, 11 November 2026 at 18:30

Ben Shelton lifting the Stuttgart Open trophy with a smile on his face

Ben Shelton could be in line for one of the most lucrative sponsorship agreements in men's tennis after reportedly receiving a multimillion-dollar offer from New Balance. The American is expected to return to the brand he wore earlier in his professional career after deciding to end his partnership with On, potentially securing a deal worth up to $13 million per year.

The reported agreement would represent a substantial financial upgrade for the world No. 4, whose previous deal with the Swiss sportswear company was estimated to be worth between $1 million and $2 million annually.

According to Hard Court, New Balance has put forward a package combining a fixed payment with substantial performance-related incentives, potentially placing Shelton alongside Carlos Alcaraz and Jannik Sinner among the most commercially valuable players on the ATP Tour.

The development comes at an important moment in Shelton's career. The 24-year-old has enjoyed his strongest season yet, reaching his first Grand Slam final at the US Open in September. The sponsorship move is another significant change in a period of transition for the American. Shelton recently confirmed his new coaching partnership with Juan Carlos Ferrero, the former coach of Alcaraz, for the 2027 season.

Ben Shelton set for lucrative New Balance return after On departure

Shelton is reportedly preparing to reunite with New Balance, the company that supported him before he joined On in 2023. His departure represents a notable change for the Swiss brand, which entered tennis with an ambitious strategy built around several young talents, including Shelton, Iga Swiatek and Joao Fonseca.

On confirmed that its partnership with the American would come to an end after four years, although the company did not officially identify New Balance as his next destination. In a statement reported by Hard Court, the brand said it was proud of what both parties had achieved but that the proposed terms and structure for continuing the relationship were no longer suitable.

Ben Shelton clenches his fist after securing his tenth consecutive victory at the Canadian Open.

According to Hard Court, Shelton's new agreement would include a guaranteed $5 million annual payment, alongside additional incentives linked to his position in the ATP rankings. The figures initially circulated point to a potential total of $13 million if he finishes the season as world No. 1. Neither New Balance nor Shelton has officially confirmed the reported financial terms.

The deal is also said to include the possibility of a signature shoe, which would further strengthen his position within the company's tennis strategy. He would join Coco Gauff as one of New Balance's leading tennis representatives, giving the American brand two prominent figures in the men's and women's games.

EXCLUSIVE: Ben Shelton is leaving On for New Balance. I have all the details on his contract, which starts in January; why On decided not to match (with direct comments from the brand); and what’s riding on a Shelton-branded shoe. 🔗⬇️ https://t.co/S4EaACiu2r
— Jessica Schiffer (@jessicaschiffer) November 9, 2026

Shelton looks to build on breakthrough season at ATP Finals

There are strong sporting reasons behind the growing interest in Shelton. He reached his first major final at the US Open, defeating Alcaraz in a five-set quarter-final before eventually losing to Alexander Zverev in the championship match. It was a landmark achievement for the American, who also collected four ATP titles during the 2026 season.

His most recent appearance at the Paris Masters provided another opportunity to demonstrate his level against the world's best. Shelton reached the final after defeating Luca Van Assche in the semi-finals, but Alcaraz proved too strong in the championship match, winning 7-6(5), 7-5. The Spaniard gained revenge for his US Open defeat, while Shelton collected another valuable runner-up finish.

The American will now turn his attention to the ATP Finals in Turin, where he has qualified for the second consecutive season. He will be looking to improve on his debut last year, when he failed to win a match in the group stage.

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Beyond the immediate challenge, Shelton is also preparing for a significant change within his coaching team. Juan Carlos Ferrero, who guided Alcaraz to six Grand Slam titles during their partnership, will join Shelton's team for the 2027 season, working alongside his father and longtime coach, Bryan Shelton.

Between a potentially record-setting sponsorship agreement, the arrival of a highly decorated coach and his first Grand Slam final, Shelton's career is entering a particularly important phase. His next challenge will be translating that growing commercial appeal into even greater success on the court.

Cristhián AvilaTennis Journalist

Cristhián Ávila is a tennis journalist based in Santiago, Chile, and has been part of the TennisUpToDate team since early 2023. He covers the ATP and WTA Tours as well as all four Grand Slams, producing breaking news, match reports, analysis, and regular liveblogs from major tournaments.

His reporting combines statistical analysis with clear explanation, helping readers understand tactical developments, player form, and broader storylines across the tour. Working fluently in both Spanish and English, Cristhián collaborates with an international editorial team and contributes to comprehensive global coverage. As part of his work, he has conducted interviews and media interactions with leading figures in the sport, including Caroline Wozniacki and John McEnroe.

In his journalism, Cristhián places strong emphasis on careful sourcing, editorial accuracy, and updating articles promptly when new, verified information becomes available. His coverage is grounded in research, context, and direct engagement with professional tennis.

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