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Sabalenka is turning court dominance into a powerful off-court brand

Sabalenka turns on-court dominance into a growing off-court brand through social media and deals…

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World No. 1 Aryna Sabalenka has been expanding the reach of her game into the wider public arena, shaping a public image that matches her on-court force. The 27-year-old was the most dominant player on the WTA Tour in 2025, claiming four titles while leading the tour in both match wins and prize money. That standout season earned her 2025 WTA Player of the Year honors.

Her off-season was full: exhibition appearances, late-night talk show stops, and a growing social media footprint. “I started sharing (my life on social media) not out of a ‘branding’ perspective,” Sabalenka said in New York. “On the court and off the court, it’s two different people.”

On court, Sabalenka is defined by an explosive style: huge serves, booming groundstrokes, and a relentless competitive edge. In 2025 she captured her fourth Grand Slam title at the US Open, reached two more major finals at the Australian Open and Roland Garros, lifted WTA 1000 trophies in Madrid and Wuhan, and finished the year as world No. 1 for the second consecutive season.

Off court, she has worked to narrow the gap between that ferocity and a more relaxed personal side. “I don’t like watching myself playing,” she admitted in a Boardroom interview. “I get annoyed by the way I am on court because it’s so different, and it’s so aggressive, and I feel embarrassed every time. Even though I understand this is the way I have to be successful in what I do.”

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That tension pushed her to open up to fans, and the results are measurable: she has 3.9 million Instagram followers, surpassing rivals Iga Swiatek (2.3 million) and Coco Gauff (2.2 million), and she continues to grow audiences on TikTok and other platforms. “I just wanted to share myself with people, so the fans could know me and get more support when I’m playing,” Sabalenka explains. “Nowadays, I love playing on the big stadiums. I feel the support from the people. I feel connected with the crowd, and I feel like people have also connected with me. That’s been the main goal of sharing so much.”

Her business strategy shifted as well: she left global agency IMG for Evolve, the boutique firm founded by Naomi Osaka and agent Stuart Duguid. The move coincided with an estimated $30 million in 2025 earnings, including a WTA-record $15 million in prize money and expanded partnerships with Nike, Audemars Piguet, Whoop, Maestro Dobel, Electrolit, IM8 and others. “I want fans to know that I can cook!” she says. “I think I would love to show how I shop, how I pack my stuff, my makeup skills, and also me cooking… One day, I’d love to share that side of mine.”

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Roddick criticises Atmane over trainer confrontation at US Open

Roddick condemns Atmane after a heated exchange with the trainer at the US Open.

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Andy Roddick has taken issue with Terence Atmane after the Frenchman clashed with the trainer during his first-round defeat to Jaume Munar at the US Open.

Atmane’s difficult record in the majors continued on Sunday, when he fell in five sets after a match that swung sharply in both directions. The 24-year-old was two sets ahead before cramping began to affect him in the third set. Munar responded by taking the next two sets, and then, early in the fifth, Atmane called for the trainer again as fatigue set in.

Although he had already received treatment for his leg earlier in the contest, the trainer did not come back at 2-1 down in the decider, apparently because the issue was viewed as cramping. Players are not allowed a medical timeout for muscle cramping, though treatment can still be given during changeovers or set breaks. Atmane reacted angrily and asked if the physio was “stupid”.

Munar stayed composed and completed a 6-7 (5), 3-6, 6-1, 7-6 (4), 7-5 victory after around five hours on court. Roddick, the 2003 US Open champion, then weighed in and drew a line between frustration at umpires and abuse directed at trainers.

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He said on the latest episode of Served, “Like, you get an umpire, they’re not your livelihood. They’re not there for you late. They’re not there till two in the morning, adding three hours to their day. Like, I’ve snapped at an umpire.

“So I’m not going to say you can’t say anything to anyone because that’s completely hypocritical by me, right? I’ve showed the worst side of myself on court. Trainers are untouchable. They’re untouchable. You know, it’d be like saying that to your doctor. They hustle. They’re away from their families. They travel.”

Roddick also said he knows Atmane and his team well, but felt this crossed a line. “If I saw Atmane… And I like Atmane socially. I’m in his section of the locker room. Always great. I’ve talked to him and his coach ( Guillaume Peyre) this week. I really, really like him,” he added.

“And if I saw him, a piece of unwanted advice, potentially, would be, ‘Dude, you can’t say that to trainers’. They’re like the holy grail of the fabric of the tour. I thought that was a bad moment.

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“Hopefully, he’ll realise that, you know. And I don’t know if he needs to apologise. But just maybe know that that’s not the one. I feel pretty strongly about that. So it was drama.”

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Rusedski urges patience after Djokovic’s early US Open exit

Rusedski says Djokovic’s slump is recent and urges patience after his painful US Open defeat.

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Greg Rusedski has urged observers not to rule out Novak Djokovic after the Serbian endured his earliest Grand Slam departure in two decades.

The 39-year-old was beaten in five sets by Mariano Navone on Sunday, a match that left him visibly distressed on Arthur Ashe Stadium as he fought back tears and vomited into a bin while his body seemed to give way.

Djokovic entered the US Open among the leading contenders for the title. With world No 1 Jannik Sinner sidelined by injury and Carlos Alcaraz only just returning from a wrist issue, the 24-time major winner had strong reason to believe the draw could open up for him. Instead, the Argentine held firm to win 7-6 (7-5) 5-7 4-6 6-2 6-1.

Afterward, Djokovic gave a sobering account of the physical problems he has been managing. “I think it was obvious that it was an awful feeling for me on the court,” said the fourth seed. “It’s something that I’ve been carrying, unfortunately, pretty much every match this year: vomiting, throwing up, a serious issue there.

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“Then my whole body starts to collapse, cramping and pain. The back just gave up in the end, and shoulder, and I couldn’t close it out.”

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Djokovic added, “ I don’t know [how I can solve the problem]. I don’t want to go into too much detail right now. I’m just trying to understand what’s going on and how much longer I can keep going like this.”

Rusedski pointed to Djokovic’s run to the Australian Open final, where he beat Sinner, and his place in the Wimbledon semi-finals as reasons for restraint. Speaking on Off Court, he argued that two straight defeats, in Cincinnati and at the US Open, should not define the bigger picture.

He said on Off Court, “Well, we’ve only seen the deterioration really this US Open and in Cincinnati. Wimbledon, we didn’t see anything. He still made the semis. In the heat in Australia, he made the finals.

“So you’re talking about this deterioration. It’s all relative, isn’t it? It’s only been the last few weeks since Wimbledon. Most people’s careers would have been set up for life. Finals of Australia, semis of Wimbledon. That’s a pretty good season for most human beings. So let’s not write him off quite yet.

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“And if the body still allows him to do what he needs out there, let’s keep him in the game as long as, as long as he can be there. So that’s the balance. Will he physically be able to sustain and will he be satisfied going out earlier at the very biggest events in the world? This is a little bit of a shock.

“It’s a bad draw for him as well, the opening round. We talked about it in the lead up to the US Open saying he was in a tough section and we all knew he had a difficult opener, especially having had no form from Cincinnati and losing early.”

Rusedski also suggested that Djokovic’s reduced schedule may be part of the issue. At the same time, he noted that the depth across the game has become far more demanding, especially from the first round onward.

“I think the issue is, two out of three sets, no problem. But if you look at his preparation, he’s not being able to get enough matches. And you know, when [Roger] Federer was at his peak, he played 12 tournaments a year, but he’d win seven of those tournaments. Novak nowadays, the depth is a lot stronger,” he said.

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“So if you look like from say three to 20, it’s probably slightly weaker, but then you go from 10 to 100 and the depth is brutal. So from the first round, you’ve got to show up. If you’re not at your best from the beginning, it makes life much more difficult.

“The question for me is, if he plays more two out of three set tournaments, that’s going to get him great preparation for the slams. So it’s a chicken and egg. Will the body allow him to play those matches and those tournaments?

“So let’s see if he can get it back. And as he said, if he plays two or three set matches, there’s still tournaments he can win and he can still win more events. And he still loves the love he’s getting from the fans.”

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US Open opens with Djokovic shock, Eala momentum and McEnroe backlash

Djokovic’s shock exit, Eala’s rise and McEnroe criticism headline a striking US Open opening.

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The final Grand Slam of 2026 has started with plenty to talk about, even before the main draw settled into rhythm. Roger Federer’s return to Flushing Meadows for an exhibition alongside Andy Roddick, John McEnroe and Andre Agassi added early theatre, while Karolina Muchova and Jakub Mensik captured the US Open mixed doubles title. Carlos Alcaraz also featured in the event, partnering Serena Williams.

Away from the celebratory moments, Stan Wawrinka’s entry into the tournament became a concern after he initially missed out on a wildcard, only to receive one later following an injury withdrawal. That sequence raised questions that could not be brushed aside.

The biggest on-court headline, though, came from Novak Djokovic’s surprise first-round defeat. Mariano Navone pushed through in five sets to hand the 39-year-old his first opening-round major exit since 2006. Djokovic was visibly shaken and later described the physical problems he has been battling. He said, “ It’s something that I have been carrying pretty much every match this year – vomiting, throwing up. And then my whole body starts to collapse basically, cramping and pain – the back just gave up in the end and shoulder, and I couldn’t close it out.”

Asked whether he had learned more about the issue, he added: “I don’t know [how I can solve the problem]. I don’t want to go into too much detail right now. I’m just trying to understand what’s going on and how much longer I can keep going like this.”

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Alex Eala also continued to dominate the conversation. The 21-year-old has surged into the top 20 and drawn huge attention, with Andy Roddick saying she is “creating a movement”. Annabel Croft went further, saying Eala is building an “aura” that makes opponents take notice.

John McEnroe then faced criticism after his remarks following Navone’s win were judged by many to be disrespectful.

Elsewhere, Jessica Pegula advanced, Daniil Medvedev won comfortably, Luca Van Assche beat Cameron Norrie, Barbora Krejcikova lost, and Venus Williams fell to Sofia Kenin as rain interrupted several matches.

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