“When you look good, you play good.”

At least, that’s the philosophy of World No. 1 Aryna Sabalenka — and honestly, tennis has been proving her right for decades.

Few sports occupy the rarefied intersection of athletic excellence and luxury quite like tennis. The world’s biggest stars aren’t just competing for Grand Slam trophies; they’re becoming global fashion fixtures, front-row regulars, and jewelry ambassadors in their own right.

The money reflects it. Tennis players remain among the highest-paid athletes in the world, with endorsement portfolios often rivaling their prize money. According to Forbes’ latest rankings, Carlos Alcaraz reportedly earned $65 million this year, landing at No. 32 on the publication’s highest-paid athletes list, while World No. 1 Jannik Sinner rounded out the Top 50 with an estimated $54.6 million.

But here’s the thing: Grand Slam prize money alone doesn’t create luxury icons.

The real power play happens off the court, where sponsorships transform athletes into brand ambassadors and style tastemakers. And increasingly, one category has emerged as tennis’s most glamorous obsession: jewelry.

The sport that made

diamonds competitive

In most professional sports, jewelry is considered a liability. Basketball players remove earrings before games, football enforces strict accessory rules, and combat sports ban them entirely. Tennis, however, took a different path — and embraced adornment.

That shift traces back to the 1978 US Open, when Chris Evert’s diamond bracelet unclasped mid-match, scattering across the court. The incident became iconic and soon inspired jewelers to coin the term “tennis bracelet,” creating a new luxury category.

From there, tennis became a natural stage for fashion. Luxury brands saw its appeal: athletes glowing under stadium lights, blending elegance with performance in a way few sports could match. Swiss watchmakers and jewelers quickly moved in—Rolex became Wimbledon’s official timekeeper in 1978, while Ebel helped pioneer early player sponsorships in the 1980s, including stars like Boris Becker, Stefan Edberg and Andre Agassi.

Agassi, in particular, reshaped tennis style into something closer to pop culture, mixing athletic success with bold fashion and luxury branding.

Today, tennis arrivals are as closely watched as match points — players stepping out in designer looks, layered jewelry, and statement watches. Fashion no longer sits beside tennis; it lives inside it.

Aryna Sabalenka’s diamond era

If anyone represents tennis’s jewelry era, it’s Sabalenka.

At the 2026 French Open, she wore a custom layered necklace by Material Good on Court Philippe-Chatrier, styled with her Nike kit. The piece — three necklaces in one — featured over 200 carats of garnets and 23 carats of diamonds, inspired by Roland-Garros’ red clay.