In the lead-up to the 2025 French Open, the tennis world is abuzz not only with excitement for the second Grand Slam of the season, but also with controversy off the court. Former World No. 1 and tennis analyst Jim Courier has issued a cautionary message to top players, especially Jannik Sinner, amid a wave of off-court business moves and appearances that he warns could blur the line between smart branding and potential legal or ethical missteps.
Courier’s remarks came shortly after Italian star Jannik Sinner, the reigning Australian Open champion, made headlines with a series of endorsements and financial ventures that many consider “unusual” or “risky,” particularly for an active player. While none of Sinner’s deals have breached ATP regulations or involved legal disputes, Courier raised concerns about the long-term implications of such ventures—especially those that appear to prioritize short-term financial gains.
Novak Djokovic’s Precedent
The warning seems to echo recent discussions around Novak Djokovic, whose off-court dealings, including cryptocurrency endorsements and controversial health product promotions, have stirred debate. While Djokovic has maintained his stance as a free individual choosing his associations, the scrutiny he faced has become a cautionary tale for rising stars like Sinner.
“Look, we’ve seen this with Novak already—high-profile names getting into investments or deals that, while technically legal, come with reputational risk,” Courier said during a panel discussion on Tennis Channel. “I’m not saying don’t make money, but don’t be naive. Easy cash grabs can cost you more in credibility than they’re worth.”
Sinner’s “Unexpected” Moves
Sinner, who recently withdrew from the Madrid Open due to a minor hip injury, surprised fans by announcing a partnership with a tech-finance startup that’s working in AI-based trading platforms—a sector that’s been under increased scrutiny for lack of regulation and transparency. Additionally, he’s become a global ambassador for a luxury watch brand rumored to be facing internal audits, as well as a guest investor in a wellness startup with controversial claims.
None of these moves have yet led to any public backlash against Sinner, but many insiders believe they suggest a shift in focus at a critical moment in his career. As the 22-year-old prepares for his run at Roland Garros, fans and experts alike wonder whether these distractions could affect his performance on court.
Jim Courier’s Warning: Stay Focused
Courier, known for his candid and analytical approach, didn’t mince words when asked directly about Sinner’s latest activities.
“Don’t get into the law,” he said bluntly. “It’s a phrase I use when I see athletes edging close to areas that might involve legal complications, tax troubles, or regulatory pitfalls. Once you’re in that world, you’re not in control anymore—lawyers are. That’s not where a player wants to be during a Grand Slam.”
Courier stressed that while players today face unprecedented pressure to build brands and secure financial futures early, they also need to remain vigilant about who they partner with. “There’s a difference between building a brand and risking your legacy,” he added.
The ATP’s Role and Player Freedom
The ATP has so far remained silent on Sinner’s off-court choices, noting that players are independent contractors and free to pursue personal business as long as it doesn’t conflict with the Tour’s ethical or promotional guidelines. However, as more young stars like Carlos Alcaraz, Holger Rune, and now Sinner begin to diversify their financial portfolios, the Tour may eventually face pressure to provide clearer guardrails or advisory support.
What’s Next for Sinner?
For now, Sinner is focused on recovering in time for the French Open, where he hopes to build on his strong 2025 season. In a brief interview following practice in Monte Carlo, he brushed off the controversy, saying: “I trust the people around me. I make decisions carefully, and my priority is always tennis. Off the court, I’m just trying to grow and learn.”
Still, the whispers won’t go away anytime soon.
As Courier concluded: “No one’s saying Jannik is doing something wrong. But when you’re young, successful, and in the spotlight, there’s always someone waiting to take advantage. I just hope he keeps his eyes on the ball—literally and figuratively.”
