Ben Shelton Closing In on $10 Million Annual Apparel Deal With New Balance

Ben Shelton is on the verge of signing one of the most lucrative apparel deals in American men's tennis history. The 23-year-old world No. 6 is reportedly finalizing a head-to-toe contract with New Balance worth approximately $10 million annually, a massive free-agency move that would pull him away from his current sponsor, On.[1]

Shelton's existing contract with the Swiss sportswear brand is set to expire at the end of 2026. While On retains a contractual right to match any outside offer before Shelton can officially depart, industry sources indicate that the brand is highly unlikely to meet New Balance's eight-figure valuation.

The impending expiration of the On deal triggered a quiet but intense bidding war across the sportswear industry this year. Brands including Adidas and Nike were reportedly circling the American star, recognizing his unique crossover appeal and status as the highest-ranked American man on the ATP Tour.[1]

A move to New Balance would represent a commercial homecoming for Shelton. Before signing his landmark deal with On in March 2023, a then-20-year-old Shelton wore New Balance apparel and FuelCell 996 v4.5 shoes during his breakout run to the 2023 Australian Open quarterfinals, despite not having an official sponsorship agreement with the Boston-based company at the time.

The massive New Balance offer follows a significant shakeup in Shelton's representation. Earlier this year, the American left powerhouse agency IMG after only a year to join StarWing Sports. The agency switch was reportedly driven by a desire to aggressively expand his commercial portfolio beyond the court, adding to existing partnerships with Rolex, Yonex, and Bose.

For New Balance, securing Shelton would solidify its grip on the future of American tennis. The brand already anchors its tennis marketing around Coco Gauff, who signed a long-term extension in 2022, and currently sponsors top-20 American Tommy Paul. Adding Shelton gives New Balance the undisputed top American players on both the men's and women's tours.

Losing Shelton would be a strategic blow to On's tennis ambitions. Backed by Roger Federer, the Swiss brand made a bold statement in March 2023 by signing Shelton—then ranked 39th in the world—as its first active male tennis ambassador. "As we looked to expand our presence in tennis, Ben was a player who immediately stood out to us," On co-CEO Marc Maurer said at the time. "He has that competitive spirit that is On's ethos."[1]

During his tenure with On, Shelton became heavily involved in the brand's product development. He currently competes in custom "The Roger Pro 3" shoes and recently debuted the brand's "Lights Out" black-and-white apparel collection during his run to the 2026 US Open quarterfinals.[2]

If finalized, the $10 million annual figure would place Shelton in the upper echelon of tennis earners, rivaling Jack Draper's recently reported massive contract with Vuori. It marks a dramatic shift in the tennis endorsement landscape, where brands are increasingly willing to pay premium lifestyle rates for players with genuine cultural magnetism.[1]