The Australian Open final carried extra stardust as legends Rafael Nadal, Marat Safin, and John McEnroe watched Carlos Alcaraz face Novak Djokovic at Rod Laver Arena. For Nadal, it marked his first Melbourne appearance since retiring in 2024. Yet curiosity swirled: who was Carlos Costa, seated beside Rafa in the stands?

Who is Carlos Costa?

Carlos Costa is a former professional tennis player. He is best known as Rafael Nadal’s long-time agent and manager. Their partnership has lasted for decades.

Born in Barcelona in 1968, Costa enjoyed a successful playing career. He reached a career-high ATP singles ranking inside the top 10 before retiring from professional tennis.

After leaving the tour, Costa moved into sports management. He began working with Nadal early in the Spaniard’s career. He handled Nadal’s commercial and sponsorship matters for many years.

Costa first worked through IMG. He also co-founded the Rafa Nadal Academy with Nadal. Costa serves as Head of Business Development and has helped turn the academy into a leading global training center.

More than a manager, Costa is part of Nadal’s inner circle. He helps shape long-term strategy and major decisions. 

His presence with Nadal at the Australian Open final reflects their enduring professional bond.

How long has Carlos Costa been Rafael Nadal’s agent, and what is his role?

Carlos Costa has been Rafael Nadal’s trusted agent for more than twenty years. Their professional relationship began in the early 2000s. At that time, Nadal was still a teenager. He was climbing quickly through the professional ranks.

Costa initially worked with Nadal while employed at IMG. As Nadal’s career grew, Costa later helped set up independent representation. They formed HIS7ORY Sports Management to manage Nadal’s affairs directly. This move gave them greater control over career decisions.

From the start, Costa played a major role off the court. He managed Nadal’s commercial strategy. He also handled sponsorships and long-term partnerships. His goal was to protect Nadal’s image and values.

Costa carefully selected brands that matched Nadal’s personality. These included leadership, humility, resilience, and excellence. His work helped turn Nadal into a global sports icon. It also ensured long-term financial stability.

One of Costa’s biggest projects was the Rafa Nadal Academy. He co-founded the academy with Nadal in Mallorca. Costa now serves as Head of Business Development.

Under his guidance, the academy expanded beyond tennis training. It now includes fitness, nutrition, education, and mental development. The academy attracts young players from around the world.

Beyond business deals, Costa helped guide Rafael Nadal’s long-term career path. He advised regarding scheduling, branding, and future ventures. His influence helped shape Nadal’s legacy beyond tennis.