"Let’s have fun": Eva Lys expands sponsor portfolio with major Lacoste deal

World No. 40 Eva Lys caused a stir this Saturday after being announced as Lacoste’s newest sports ambassador. The German player continues to strengthen her portfolio of sponsors following a breakthrough year, adding the French brand to an already growing list that includes a partnership with Porsche, as well as other lucrative deals with international brands such as La Roche-Posay and Westwing.

The German made her name known to the tennis world after earning a spot in the Australian Open main draw as a lucky loser, following Anna Kalinskaya’s withdrawal just minutes before stepping onto the court. Lys made the most of the opportunity and reached the fourth round of the tournament on her Grand Slam debut, defeating Kimberly Birrell, Varvara Gracheva and Jaqueline Cristian along the way, before being eliminated by Iga Swiatek.

Lys went on to produce several eye-catching performances throughout the season. She recorded wins on her debut appearances at all four Grand Slam tournaments and collected as many as 19 victories at WTA 1000 events. Her standout run came at the China Open, where she reached the quarterfinals and also claimed her first career top-10 win against Elena Rybakina.

The 23-year-old appeared this week in a social media video as part of a Lacoste campaign, a brand that also counts Novak Djokovic, Daniil Medvedev and Beatriz Haddad Maia among its ambassadors. “Okay, so Lacoste asked me to creative-direct my own video, so let’s have fun,” the top-40 player says at the beginning of the campaign’s video and photo series. “They told me I still needed to put some tennis into the video,” she adds, appearing dressed in a black outfit from the French brand.

It has been a busy start to the year in terms of sponsorship changes and new brand associations across the tennis world.

Other notable moves reported in recent weeks include Emma Raducanu, who is expected to follow in Roger Federer’s footsteps by joining Uniqlo as the brand’s first female tennis ambassador. The former US Open champion has also changed racquet sponsors, moving from Wilson to Yonex.

Australian Alex de Minaur — like Lys, previously one of Asics’ standout athletes — has also made a switch, joining Wilson as his new sponsor. Nick Kyrgios has likewise made a move, leaving Nike to join Stack Athletic, where he recently signed on as co-owner and creative director.

Additional changes include Sebastián Báez and Jiri Lehecka parting ways with Le Coq Sportif. The Argentine has joined Mizuno, while the Czech player has become a Wilson athlete. Alejandro Tabilo has also changed brands, leaving Lotto to sign with Ellesse.

Lys is now preparing for her debut at the United Cup this Sunday, January 4, where she will lead Germany as the team’s No. 1 singles player. Her opening tie will come against the Netherlands, led by Suzan Lamens. Lys will be joined by Alexander Zverev in singles, with doubles specialists Laura Siegemund and Kevin Krawietz completing a competitive German lineup.

The German team will return to the court on Monday, January 5, to face Poland, where Lys is set to go up against world No. 2 Iga Swiatek — the same player who ended her Australian Open run one year ago.