Ben Shelton is taking his talent to a new sportswear sponsor. According to Hard Court, the ATP singles No. 4 is leaving On to join New Balance in January 2027.
It marks the end of a four-year stint with On, and signals a new era for the American tennis superstar.
“We are very proud of our partnership with Ben and everything we have achieved together on and off the court over the past four years,” On said in a statement to Hard Court.
“Athlete partnerships in tennis are and will remain a core pillar of On’s approach. While we ultimately felt that the proposed terms and structure for continuing the partnership were no longer fit for On, we wish Ben nothing but the very best on his journey.”
With Shelton set to join Coco Gauff as New Balance’s flagship tennis athletes, let’s examine the marketability, strategic fit, brand positioning and more pertaining to the deal.
Marketability and upside
Ben Shelton is the highest-ranked American men’s player in the ATP singles rankings. He’s one of five USA nationals in the Top 20, and the leader of a fresh batch of talents.
Shelton has enjoyed an impressive 2026 season. He’s won four ATP singles titles, one doubles title and reached the finals of the US Open, where he lost to Alexander Zverev.
Shelton has 1.6 million followers on Instagram, 503,000 on TikTok, 44,000 on X and 34,000 on Facebook. He’s the most-followed active American men’s tennis player on tour.
“He doesn’t see the option of winning a Grand Slam as far off, he thinks big.” – Juan Carlos Ferrero on Shelton’s 2027 goals.
Shelton’s exploits on the court and his following off it make him a marketer’s dream. Furthermore, he’s just 24 years old, and he potentially has the best years of his career ahead. The upside is clear, and it could work wonders for both parties.
Ben Shelton’s strategic fit with New Balance’s tennis push
New Balance entered the tennis market in 2013 by signing Canadian star Milos Raonic. Raonic had a breakthrough season that year, reaching his first ATP Masters 1000 final at the Rogers Cup in Montreal. He broke into the Top 10, becoming the first Canadian male tennis player in the Open Era to do so.
Raonic was New Balance’s first tennis ambassador. He received the brand’s first-ever signature tennis shoe (the Fresh Foam Lav) in 2018.
Other New Balance tennis athletes were Heather Watson (2015), Sorana Cirstea (2016) and Coco Gauff (2018). Gauff is the biggest name on the roster as she’s the WTA singles World No. 4 and one of the biggest stars in American sports. Furthermore, Gauff has three distinct models in her signature New Balance line: the Coco CG1, Coco CG2 and the Coco Delray.
The brand seems to have adopted a selective, star-driven approach in recent years, and them signing Ben Shelton is a statement of intent. They are now set to have the two highest-ranked American Tennis players in the world heading into the 2027 season.
Deal structure signals belief
Ben Shelton was estimated to be earning around $2 million per year with Swiss sportswear brand On. The brand signed him earlier in his career alongside WTA superstar Iga Świątek.
According to reports, Shelton’s New Balance deal contains a guaranteed annual base salary reported between $5 million and $10 million. It could reach up to $13 million to $18 million annually when factoring in performance and milestone incentives.
The World No. 4 will also receive a dedicated signature tennis shoe line. If and when it occurs, it’ll be the budding Star’s first signature shoe and yet another indicator of his place in the modern tennis power rankings.
Brand positioning
On broke the internet in September, when it was announced that Kylian Mbappe left Nike and became their flagship athlete. It showcased the brand’s intent to expand into other sports and consolidate its position as a rising sportswear powerhouse.
Their tennis branch is now clearly headlined by Świątek, the current WTA singles World No. 9 and the owner of six career Grand Slam victories. However, she still doesn’t have a signature shoe but wears custom versions of Roger Federer’s models.
That may have played a part in Shelton’s decision to join New Balance and spearhead the men’s tennis takeover. He joins Gauff, Tommy Paul, Jordan Thompson, and McCartney Kessler on a promising NB roster entering the 2027 campaign.
It’s early days, but the deal looks like a potential win-win for both the player and the brand. Shelton is joining a brand that seems poised to expand in the American market while potentially earning $18 million a season. New Balance is signing a potential World No. 1 and one of the most marketable players on tour.
