Jannik Sinner’s defeat to Carlos Alcaraz in the 2025 US Open final was already a bitter pill to swallow for the Italian tennis star. However, what followed just minutes later turned an on-court loss into a far greater personal and professional blow. In a shocking move, Nike announced the immediate termination of its sponsorship deal with Sinner — a contract reportedly worth several million dollars.

According to sources close to the brand, the decision was not solely based on Sinner’s loss in the high-stakes final. Instead, Nike executives were said to be displeased with Sinner’s decision to publicly reveal his relationship with model Laila Hasanovic during a live broadcast shortly after the match. The timing, they claimed, was “inappropriate” and “off-brand” for the image they wanted to maintain.

The announcement sent shockwaves through the tennis community and beyond. Fans in Italy, where Sinner is celebrated as one of the brightest talents in the sport, were outraged by Nike’s sudden action. Many accused the company of betraying a loyal athlete and of using the defeat as an excuse to cut ties for unrelated reasons. Hashtags supporting Sinner began trending across social media, with messages calling for boycotts of the brand.

Italian sports media wasted no time in voicing their opinions. Headlines mocked the decision, with one popular newspaper running the line: “Sinner loses on the court and in the bank account.” Commentators questioned the fairness of linking personal matters to sponsorship agreements, suggesting that Nike’s move was a calculated business decision rather than a genuine reflection of his performance or conduct.

For Sinner, the situation could have been an embarrassing moment to retreat from the spotlight. Instead, he faced the cameras once again later that evening, delivering a measured yet pointed response. While refraining from attacking the brand outright, Sinner expressed disappointment and hinted that loyalty in modern sports sponsorship is often one-sided. “I’ve always given my best for my sport and for those who believed in me,” he said. “If that’s not enough, then maybe it’s time to focus only on the people and projects that truly value me.”

His comments struck a chord with fans, drawing praise for his composure and maturity in the face of a public setback. Tennis analysts also noted that, given Sinner’s marketability, losing one sponsor might open the door to even bigger deals in the near future — especially with companies eager to align themselves with an athlete who has both talent and resilience.

Nike has not issued further clarification beyond its initial statement, and representatives for Laila Hasanovic have remained silent on the matter. Meanwhile, marketing experts are speculating whether the controversy could backfire on the brand, particularly in the European market, where Sinner’s popularity is at its peak.

The episode has reignited broader debates about the nature of sponsorship in professional sports. In an era where image and public perception can outweigh pure athletic achievement, athletes often find themselves navigating a complex web of brand expectations, personal freedoms, and public scrutiny. The incident serves as a reminder that, for elite athletes, the game doesn’t end when they leave the court — and the battles off the court can be just as intense.

As Sinner looks ahead to the remainder of the season, it remains to be seen how this moment will shape his career. Whether the loss of the Nike deal proves to be a setback or a catalyst for even greater success, one thing is certain: his response has already won him a wave of public support, ensuring that he will not face this new challenge alone.