From On Running to New Balance: A Major Business Move
Ben Shelton is reportedly on the verge of signing one of the most lucrative clothing deals in men's tennis, with New Balance set to bring the American on board for approximately $5 million per year. The agreement is said to include substantial bonus payments and even a signature shoe line, marking a significant commercial leap for the 23-year-old. Shelton was actually an early adopter at On Running, joining the brand before it became fashionable among tour players. Iga Swiatek later signed with On Running as well, and the company has grown enormously since Roger Federer became an investor. However, On Running appears unwilling to match New Balance's offer, and Shelton's current contract is nearing its expiration. By joining New Balance, Shelton will team up alongside Coco Gauff as a flagship ambassador for the brand's tennis division.
Ferrero Partnership Adds Another Exciting Layer
The clothing deal is not the only headline-grabbing development surrounding Shelton right now. He has confirmed the hiring of former world number one Juan Carlos Ferrero as his new coach, with father Bryan Shelton remaining part of the support team. Ferrero is expected to debut in his new role at the ATP Finals, which are already underway this week. Former American champion Jim Courier has spoken enthusiastically about the partnership, noting that Shelton's big moments are already extraordinary but that reducing the inconsistency on difficult days could transform him into a Grand Slam contender. Courier emphasized that great coaching is as much about the mental side as the technical. Shelton's run to the US Open final this year and his climb into the top five have made him one of the sport's most marketable figures. TennisDraw users have been backing Shelton heavily in bracket predictions throughout his impressive 2026 campaign.
