ATP world No. 1 Jannik Sinner has made an off-court change by deciding to have his commercial activities overseen by a new manager and company.
Sinner collaborated with StarWing Sports for five years. During that time, his on-court successes made him go from a promising young player to one of the most well-known athletes worldwide.
Although the Italian's off-court income and name recognition grew significantly during his time with StarWing Sports, Sinner and his team have decided that moving to the management company AVIMA is best for his future.
Lawrence Frankopan, CEO of StarWing Sports, had been Sinner's agent. In a statement, he revealed that AVIMA made him an offer to work exclusively for them, but he rejected it because of commitments to StarWing Sports.
"Given my long-term commitments to StarWing Sports, I was unable to accept their offer to work exclusively for AVIMA, but I am grateful to have had the opportunity to work with a talent like Jannik and proud of what we have achieved together. I wish Jannik all the best and much success in his future endeavors."
Sinner made a brief statement thanking Frankopan and those around him for the support they have offered him over several years, showing that the parting did not occur on bad terms.
"Lawrence Frankopan and his team have supported me so much and that will forever remain with me. I'd like to thank them for their dedication throughout the years."
Managing Sinner's commercial activities and brand image is particularly important after his high-profile doping saga. That controversy is why the three-time Grand Slam champion is currently banned from professional tennis.
Sinner tested positive twice for clostebol at the 2024 Indian Wells Open. The International Tennis Integrity Agency initially cleared him of wrongdoing because his physiotherapist had contaminated him without his knowledge at the time.
The World Anti-Doping Agency (WADA) appealed the decision to the Court of Arbitration for Sport, but the governing body ultimately settled the case with Sinner's team, giving him a ban from February 9 until May 4.
Sinner's case settlement caused a polarized reaction. Some thought he did not deserve a ban since WADA admitted he was accidentally contaminated and not close to the standard considered for doping.
Others, by contrast, were angry that he was allowed to settle his case and potentially avoid a longer ban. Nick Kyrgios, Sinner's most vocal critic, called the settlement a sad day for tennis.
Sinner will be the focus of much attention when he returns to the 2025 Italian Open, his first eligible tournament after his suspension. Therefore, it is essential that he has effective management to guide him through the coming months.
Although players' natural personalities can impact how the public perceives them, having off-court support to make commercial activities successful and portray someone positively also makes a difference.
Sinner is probably relieved that his comeback after the ban will be on home soil. The Italian Open organizers are already considering steps to protect him during the tournament.
