"She's coming for the not globally marketable allegations" - Tennis fans celebrate Iga Swiatek's new sponsorship deal with Roger Federer-backed 'On'

Iga Swiatek’s new sponsorship deal with Roger Federer-backed sportswear brand On has generated a highly positive response from tennis fans.

Swiatek announced on Monday, March 20, that she will be representing On and wearing their kit starting as early as the Miami Open. The World No. 1 switched her allegiance after promoting Asics sportswear for three years.

The 21-year-old expressed her excitement at being chosen as the first female tennis player to don the brand’s apparel.

“Exciting year of some announcements and next steps on my journey. I’m thrilled to announce I am the first female tennis athlete at @on_running. I’m happy the On team believes in me as an athlete and a person,” she wrote on social media. “We plan to grow, develop and make an impact together.”

“You’ll see me in totally new outfits during my next matches and I hope you like it as much as I do,” the three-time Grand Slam champion added.

Iga Swiatek further revealed that a custom footwear collaboration with On is in the works, to be launched later in the season.

“And what’s more exciting… we started to work on my shoes which are crucial in my job and will complement my style of play, giving me everything I need on court. As the process of designing unique shoes takes time, you’ll see me in On shoes later during the year. And when you do… it’s gonna be huge,” she promised.

Tennis fans were thrilled by the exciting sponsorship deal involving Roger Federer and remarked that such an upgrade was a long time coming for the World No. 1.

One fan remarked that partnering with On was a valid choice for Swiatek as her success and popularity had exceeded the quality of the partnership Asics had to offer.

“I was literally just thinking about when will Iga depart from asics cuz her success and fame has clearly surpassed them lol on is an interesting choice for sure,” the fan said.

Another fan called out the naysayers, who had declared that Iga Swiatek lacked marketability.

“Haha all these talking heads saying Iga has a low marketing potential. First clip and already so quintessentially playing off @iga_swiatek natural charm and quirkiness. Love it!” the fan said.

Here are a few more reactions from fans:

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Iga Swiatek gears up to defend Miami Open title

Tennis fans certainly have more to look forward to at the Miami Open after Iga Swiatek’s new sponsorship announcement. However, the World No. 1’s upcoming title defense remains the biggest talking point leading up to the tournament.

So far, Swiatek has had a 50-50 success rate while defending her titles from 2022. The Pole was able to lift the trophy in Doha but fell two wins short of reclaiming her title in Indian Wells.

To maintain her dominance on the WTA rankings chart, the 21-year-old will hope to make a deep run in Miami and is set to clash against the winner of Katerina Siniakova vs Claire Liu in the second round of the event after a bye in the opening round.