Ben Shelton: The talent following Federer’s footsteps

Ben Shelton, the young professional tennis player, impresses not only on the court, but also with his smart decisions off the court. Despite his young age and a father as a respected college coach, Shelton’s commitment to completing his college degree shows that he has vision off the court as well.

Successful sponsorship partnerships and a philosophy of respect

Shelton was signed by On Sports as the first major sponsored athlete on the ATP Tour other than company shareholder Roger Federer.

He wore their gear during a successful 2023 season. Additionally, he is sponsored by racquet manufacturers Yonex and uses the Ezone 98 model with a custom configuration that has not yet been fully revealed.

Shelton’s never-give-up attitude and willingness to compete fearlessly against the best in the world continues to win him new fans. Brands will also soon take notice. “I think the most important thing is knowing that you’re representing your family and your team out there,” Shelton told Forbes about his on-court philosophy. “You will never see me give up a match because I know how many people are behind me and support me.

This helps me respect them and the sport. I try not to smash rackets or swear on the court. I represent something other than just myself.” Shelton notes that on the court he isn’t overly conscious of having to protect his brand, but on social media and in press conferences, it’s a different story.

“When I’m on the pitch, I don’t think about how others see me,” said is. “Sometimes I want to be entertaining for the crowd and get them involved in the match, but that’s what gets me in the right headspace and doing the right thing to compete at the highest level.

Winning is a very mental game, so the more you can flip a switch in your head… I play better that way. That’s what I’m concentrating on.”

Insight into the business world of tennis

Shelton is represented by Team8’s Alessandro Barel Di Sant Albano, who has arranged deals such as those with Yonex and 2K, but the young player is not uninterested in his finances and says the business side of a tennis career is a major interest for him.

“This is something I enjoy,” Shelton revealed, “I like to be involved in the process.”