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Shelton set to ditch On weeks after Swiss brand signs Mbappe
Ben Shelton is reportedly set to leave On for New Balance in January, making him the first major athlete to depart the Swiss sportswear brand since Kylian Mbappe acquired a minority stake. The switch adds to a series of high-profile changes in tennis sponsorships and comes as On continues to build its profile in the sport.
Shelton, 24, reached the US Open final this year and lost to Carlos Alcaraz in the Paris Masters final on Sunday. At New Balance, he will join fellow tennis player Coco Gauff and athletes including Shohei Ohtani, Sydney McLaughlin-Levrone and Femke Bol. On will retain players such as Iga Swiatek and Flavio Cobolli; Shelton’s On collection included shoes priced at £190.
In short
- Shelton is reportedly moving from On to New Balance in January.
- He is the first major departure since Mbappe invested in On.
- On retains prominent players including Iga Swiatek and Flavio Cobolli.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Shelton’s reported move could be a sensible career decision if New Balance offers a better fit, greater support or stronger commercial opportunities as his profile rises. Athlete sponsorships are business relationships, and changing brands can help a player build a distinct identity while giving the new partner a prominent presence in tennis.
The case against
Leaving On so soon after its deal with Mbappe may be seen as a missed chance to grow alongside a brand investing in sport and expanding its tennis profile. On had backed Shelton with a dedicated collection, so the reported switch could disrupt an established partnership and make it harder for the company to convert its investment in him into lasting recognition.
Explained simply
On and New Balance are sportswear companies that sponsor athletes and sell clothing and shoes. Tennis players often have deals to wear a brand’s kit and promote its products, giving companies visibility among fans.
Ben Shelton is an American tennis player who has become prominent on the tour, alongside players such as Coco Gauff and Iga Swiatek. Kylian Mbappe, the French footballer, took a minority stake in On, a Swiss brand that has also been expanding in tennis.
Athlete sponsorships can shape how sportswear brands are seen and which players feature in their campaigns. Changes between brands are part of a wider competition for high-profile athletes across tennis and other sports.
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