Wimbledon: Babolat, Nike, Rolex... Carlos Alcaraz's sponsors celebrate his 2^nd Grand Slam title

"This is just the beginning... Gen A era is here..." reads the headline on French tennis equipment supplier Babolat's social networks as it celebrates the second Grand Slam title (first at the US Open) won by Carlos Alcaraz (20) at Wimbledon 2023 on 17/07/2023.

The Spanish tennis player beat his Serbian opponent Novak Djokovic in the final (1-6, 7-6, 6-1, 3-6, 6-4). The title earned him prize money of £2.35m (€2.73m).

Nike (equipment manufacturer) celebrated the title of the Spaniard, who has 4.8 million followers on social media, by also evoking a new generation of tennis ("Don't belong to an era, start your own"). BMW España (car manufacturer), Louis Vuitton (fashion house), Rolex (watchmaker) and Elpozo Alimentación (food) also paid tribute to their brand ambassador.

In terms of storytelling, advertisers are using the image of Carlos Alcaraz to highlight a new era in men's tennis. Between 2003 and 2023, tennis players Roger Federer (SUI), Rafael Nadal (ESP) and Novak Djokovic between them won 65 Grand Slam titles in the 82 tournaments played up to this 2023 edition of Wimbledon.