Sofia Kenin Ends Endorsement With Fila; Signs a Major 150k Deal With Bulgarian Sportsbrand

Published 01/04/2022, 12:54 AM EST
Sofia Kenin of the United States celebrates after winning her Women’s Singles Semifinal match against Ashleigh Barty of Australia on day eleven of the 2020 Australian Open at Melbourne Park on January 30, 2020 in Melbourne, Australia. (Photo by Quinn Rooney/Getty Images)


Sofia Kenin rose to fame after her heroics at the Australian Open 2020 at the age of just 21. She became the youngest American to capture a Grand Slam since Serena Williams in 2002. Kenin turned pro in 2017 and right after that brands started to follow the tennis star. She has been endorsed by Fila since the end of the 2018 season.

ADVERTISEMENT

Article continues below this ad

However, according to recent news, Sofia Kenin has decided to end her partnership with Fila. She has signed a $150k endorsement deal with Bulgarian retailer Pironetic. Apart from Pironetic, she has endorsements deals with Babolat and Motorola. Previously she even partnered with renowned American sportswear company Nike.

ADVERTISEMENT

Article continues below this ad

Sofia Kenin ends her endorsement with Fila

Sofia Kenin has been registering notable performances on the WTA Tour for the last couple of years. Under her name, she has five WTA titles along with the eminent Australian Open title which she won in 2020. Since 2018, the American was the face of sports brand Fila.

Sofia Kenin of the United States poses with the Daphne Akhurst Memorial Cup after her Women’s Singles Final match against Garbine Muguruza of Spain> on day thirteen of the 2020 Australian Open at Melbourne Park on February 01, 2020 in Melbourne, Australia. (Photo by Cameron Spencer/Getty Images)

Unfortunately, she has now parted ways with South Korean sportswear. The former World No. 4 has signed a major $150k endorsement deal with Bulgarian retailer Pironetic. By doing so, she has now become the second athlete of the brand.

DIVE DEEPER

Maria Sharapova and Sofia Kenin Were More Mature Than Serena Williams, Says Former Coach

3 months ago

Kenin shines in Adelaide

ADVERTISEMENT

Article continues below this ad

Sofia Kenin returned to professional tennis after a long break of six months. She last competed at the Wimbledon 2021, where she made a second-round exit against fellow American Madison Brengle. The Australian Open 2020 champion played her first match in six months at Adelaide International.

Tennis – French Open – Roland Garros, Paris, France – June 5, 2021 Sofia Kenin of the U.S. reacts during her third round match against Jessica Pegula of the U.S. REUTERS/Benoit Tessier

She faced Lucia Bronzetti of Italy in the Round of 32 of the competition. World No. 15 started her 2022 season with an emphatic win against the Italian. Kenin registers a straight-set win 7-5, 7-5. During the whole match, she triumphed at more breakpoints and looked confident throughout. 

ADVERTISEMENT

Article continues below this ad

On the other side, she has paired with American Nicole Melichar-Martinez for the doubles event at Adelaide International. She’ll play her Round of 16 match tomorrow.

Watch this story: The Journey of Roger Federer to the Elite Billionaire’s Club

Enjoyed reading this article? Download our exclusive app to get 24x7 coverage, latest memes and social media banter. Click here to download.

SHARE THIS ARTICLE :

ADVERTISEMENT

Atri Bhatt

492 articles

Atri Bhatt is a Tennis author at EssentiallySports. He is pursuing his Master's degree in Sports Management from Deakin University, Australia. In addition to critically analysing the game, he also plays tennis professionally.

ADVERTISEMENT

ADVERTISEMENT