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

Published 01/04/2022, 12:54 AM EST

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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.

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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.

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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.

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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.

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

Kenin shines in Adelaide

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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.

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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. 

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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.

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Written by:

Atri Bhatt

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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.
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