Sponsors lining up: Holger Rune in talks over multi-million deal

Holger Rune is writing a new chapter in his career—one that could prove extremely lucrative.

The 22-year-old Dane has established himself among the world’s tennis elite since making his professional debut in 2020. He’s now approaching the end of his sponsorship deal with Babolat, the French racket brand he has used for most of his senior career.

That agreement is set to expire at the end of 2025, sparking an intense battle among the industry’s top brands.

Some of the sport’s biggest manufacturers are showing strong interest in signing Rune as a leading ambassador.

According to Ekstra Bladet, that includes brands like Head, Wilson, and Dunlop, as well as Babolat, which is looking to extend its partnership with the Danish tennis star.

In recent seasons, Rune has emerged as one of the ATP Tour’s most exciting talents, reaching the quarterfinals at three Grand Slam tournaments.

He has also secured five ATP titles, most recently in Barcelona earlier this year.

Multi-Million offers and custom-made rackets

In the midst of ongoing negotiations, Ekstra Bladet reports that Rune is in discussions with several of the interested companies.

Sources indicate that offers worth between 5 and 7.5 million USD have been presented, with the sums to be paid out over several years.

The competition to sign Rune is so fierce that some companies have reportedly proposed designing a unique racket exclusively for him.

Such an arrangement would not only boost the brand’s visibility but also underscore Rune’s status as a global figure in the sport.

This kind of exclusivity is typically reserved for the very top stars and is a clear sign of just how valuable Rune has become—both athletically and commercially.

He already has endorsement deals with global giants such as Nike and Rolex, both of whom have made significant investments in the young Dane.

The combination of strong athletic performance and a standout image makes Rune a natural fit for brands looking to associate with youth, speed, and ambition.

In addition to his sponsorship income, Holger Rune has earned close to $12.5 million USD in prize money since stepping onto the professional scene.

He is the highest-ranked Danish player in ATP history and currently holds the world No. 9 spot.