"Should be sold dearly to a few companies": Ion Tiriac says Jannik Sinner should be careful on endorsements after Australian Open win

Former Romanian tennis player Ion Tiriac advised Jannik Sinner to be cautious about easy earnings and new endorsements. The former French Open doubles champion emphasized the importance of not getting distracted by financial matters.

Sinner recently won his first Grand Slam at the Australian Open, and his popularity has soared both in Italy and worldwide, making him highly attractive to major companies and sponsors, especially considering he is only 22 years old.

According to Tiriac, it is crucial for Sinner to work with only a few companies that can reward him well, rather than signing numerous contracts with different entities: "For me, Sinner should be sold dearly to a few companies. Let's say, a maximum of five. Because otherwise how can it give them satisfaction? Today 70% of earnings come from extras, not from bonuses. Also for this reason one of the fundamental points is the management of the star,” the Romanian said.

“Priority to the Slams, of course, which will soon be at least five with Indian Wells, because if a tournament offers $100 million in prizes, why does it still have to be an ATP Masters 1000? Today I say that a mega tennis star earns too much, but it's the usual supply and demand argument. And the exclusivity of the character," explained Tiriac.

"When he was with Riccardo Piatti and they came to me asking for advice, I immediately noticed his human qualities. He was available, humble, listened and was ready to get things done. Not only. An Italian, today, changes the face of world tennis,” he added.

"Because you have a great sporting tradition, a past and you know well how to affirm and enhance a sport. He must not be enticed by easy earnings, a super-paid performance and must manage the calendar as best as possible. Today, Sinner is worth $50 million a year. He can easily get to $100 million," Tiriac concluded.