An earthquake has shaken the world of tennis and sponsorships! Jean-Frédéric Dufour, CEO of Rolex, has left Italian and international fans speechless with a shocking announcement: his intention to terminate the sponsorship contract with Jannik Sinner after his defeat in the Roland-Garros 2025 final against Carlos Alcaraz. However, the surprising response of the world number one has transformed the crisis into a national celebration, even earning Dufour’s enthusiastic approval. Here are the details of this dramatic chapter.
Dufour’s shock statement
The final, played on Sunday 8 June on the Philippe-Chatrier, saw Sinner lose to Alcaraz with a score of 6-4, 6-3, 4-6, 7-5 after a grueling match lasting over five hours. Immediately afterwards, in an exclusive interview with a Swiss media outlet, Dufour surprised everyone by declaring: “Jannik’s performance in Paris does not reflect the values of excellence that Rolex represents. We are considering terminating our agreement with him.” These words triggered a wave of incredulity, considering that Sinner, a Rolex ambassador since 2022, had been celebrated as the young face of the luxury brand.
Dufour’s decision appears to be linked to commercial pressure after the loss, with some analysts suggesting the company was trying to avoid associations with an athlete who, despite his three Grand Slam titles, has yet to conquer Roland-Garros. Furious Italian fans flooded social media with protests: “Sinner is a champion, Rolex is making a mistake!”
Sinner’s surprising reply
Sinner’s response, however, turned the tables. During an emergency press conference yesterday, the 23-year-old from San Candido spoke in a calm but determined tone: “I understand Rolex’s disappointment, but this defeat motivates me even more. I propose to donate my next prize money to a fund for young Italian tennis players, and I hope that Rolex will join me in this project.” This statement, which combines humility and vision, left the audience speechless, transforming a moment of crisis into an opportunity for redemption.
Sinner’s proposal, which includes the idea of partnering with Rolex to fund tennis academies, received an immediate ovation. Italian fans cheered, with comments about X such as “Jannik is a national hero!” and “He saved his contract and our pride!”
Dufour’s approval
Taken aback by Sinner’s maturity, Dufour had to reconsider his position. In a statement released a few hours ago, the CEO said: “I was impressed by Jannik’s reaction. His proposal reflects Rolex’s values, and we are happy to support him in this initiative. Our contract remains intact.” This volte-face has turned the scandal into a victory for Sinner, with the Swiss brand now seeing the player as a symbol of resilience and generosity.
The Italian Tennis Federation (FIT) welcomed the announcement, announcing a partnership with Rolex and Sinner to launch the “Jannik Fund” later this year. “This is a proud day for Italy,” a spokesperson said.
A legacy of redemption
The affair has reinforced Sinner’s reputation as not just an elite athlete, but a charismatic leader. His ability to turn a threat into an opportunity has won the hearts of fans and even the admiration of Dufour, who has promised renewed support. With Wimbledon upon us, Sinner approaches this controversy with a new sense of purpose, while Rolex prepares to capitalize on this positive narrative. This “scandal” has left a legacy of unity and hope for Italian tennis.
