World No. 1 Aryna Sabalenka has parted ways with IMG and joined Naomi Osaka’s talent management agency, EVOLVE. After a record-breaking 2024 season that saw her—win both hard-court majors and finish as year-end No. 1 for the first time en route to earning WTA Player of the Year honors and—rake in nearly $10 million in prize money, Sabalenka evidently sought a fresh start in her off-court endeavors. But what prompted this high-profile switch from one of the industry’s biggest agencies?

IMG, originally known as the International Management Group, is a global sports, fashion, events and media company headquartered in New York City. It represents a roster of elite athletes across sports like tennis, golf, and soccer. Their tennis division represents clients such as Novak Djoković, Maria Sharapova, Serena Williams, Venus Williams, Madison Keys and Iga Swiatek. The talent management company focuses on elevating athletes’ brands through sponsorships, endorsements, and media opportunities.

While the agency is renowned for managing top-tier talent, Sabalenka found herself questioning the alignment between her aspirations and IMG’s approach. “I was looking for building my brand and kind of like wanted a little bit more than IMG was serve for me,” Sabalenka revealed. “I wasn’t happy with the service. There was some tension between me and some people out there.”

On January 3rd, Friday, Sabalenka joined EVOLVE, the first female-athlete-led talent agency, founded by tennis star Naomi Osaka and longtime agent Stuart Duguid. It was announced through their welcoming Instagram post captioned “Welcome to EVOLVE @arynasabalenka 🐯.”

EVOLVE is founded by Osaka and represents athletes such as Nick Kyrgios, Anna Kalinskaya. The company has expanded its roster of talented players, adding American teenage sensation Iva Jovic to its stable in August. This follows the earlier signing of Tunisian star Ons Jabeur at the beginning of 2023.

The move reflects her aspirations of building a brand that resonates with her identity beyond tennis. “I’m thrilled to begin this new chapter with EVOLVE. Together, we’ll build a sustainable, long-term business that reflects my values and aspirations on and off the court,” Sabalenka shared.

Stuart Duguid, EVOLVE co-founder and Osaka’s long-time agent resonated, calling her a “multi-faceted icon with limitless potential” and noting, “With a largely untapped commercial portfolio, the possibilities for Aryna’s career are endless.”

“I am happy that I could finish that chapter of my life and I am glad with the new beginning. I hope to build something bigger than just the momentum deals,” she concluded.

For now, Sabalenka’s focus remains sharp on her Australian Open campaign.

Sabalenka thinks the third round is going to be a “Great Battle”

The two-time defending champion secured her spot in the third round of the Australian Open 2025 with a determined performance against Jessica Bouzas Maniero, Spain’s second-highest-ranked female. Despite a second-set scare, Sabalenka made a comeback and won 6-3, 7-5 against her opponent, showcasing grit and composure. This is Sabalenka’s 16th straight win at Melbourne Park.

Sabalenka is accustomed to the pressures of being a favorite, and likes facing new challenges. “Girls can go [out] there and just play without any fear, without anything to lose, they can put you in [a] really uncomfortable position,” she admitted, appreciating the unpredictability of new opponents, per the Australian Open official website. “Super happy to have finished this match in straight sets, she played incredible tennis,” she added.

Going ahead, Sabalenka is gearing up to face Clara Tauson in the third round. Speaking about Tauson, the Belarusian noted, “I know that she’s [a] very aggressive player, serving well, hitting pretty heavy shots, it’s going to be [a] great battle.” Fans can expect an exciting matchup as the defending champion takes on Tauson’s power-packed game.

Despite the buzz surrounding the draw, Sabalenka remains laser-focused on her own game. She is aiming for a historic three-peat, a feat not accomplished by a world No. 1 in women’s singles at the Australian Open since Ash Barty in 2022.