Market value is not created by performance alone

Tennis has always been a sport of elegance. But elegance alone does not create value. In today's tennis world, it is not only the score that determines relevance - but above all the market value. Sporting success is the ticket to entry. Titles and victories are the foundation, without them the stage is missing. But as soon as this basis is secured, it's about more: How do I position myself? What brand do I embody? And how do I turn sporting performance into long-term value?

Roger Federer is the prime example: he earned around 130 million dollars in prize money. Impressive - and yet only "side income". His market value was generated elsewhere: through partnerships with Rolex, Mercedes or Uniqlo. The deal with Uniqlo alone is said to have brought in 300 million dollars - more than any tournament could ever pay out. This pattern defines the industry today. Venus Williams relies on fashionable staging, Coco Gauff on luxury collaborations with Miu Miu, Jannik Sinner on Gucci. They all understand: Market value grows not only with victories, but also with stories that sponsors can tell. Fashion, attitude, personality - all this becomes capital.

The lesson for companies: Market value is not created by performance alone. It is created through visibility, differentiation and the ability to tell stories. Sponsors - or in business: customers, investors, partners - do not buy bare results. They buy narratives, attitude, recognition.

Whether in sport or in business - success is only the foundation. The real difference lies in the brand. It determines reach, partnerships and sustainable value. If you want to build market value, you have to deliver more than performance: you have to generate resonance.

Or what do you think?

Here is the link: https://www.capital.de/leben/us-open--warum-tennisstars-wie-venus-williams-in-luxusmode-spielen-36006654.html