10 minutes ago: The BMW brand CEO has announced the cessation of the Ambassador contract by Jasmine Paolini after its elimination to the US Open. “We don’t need a weak tennis player as our representative – Italians are really a disappointment.” A very hard phrase, which immediately turned on controversy not only in the world of sport, but also in that of marketing and global communication.

The announcement came like a lightning bolt. Paolini, currently one of the most loved Italian tennis players, had been chosen by BMW as a young and dynamic face of the brand, a symbol of determination and resilience. Yet, with a single press release, the automotive company has decided to stop the report, connecting the choice directly to the negative sports result of the player at the US Open. A gesture that many consider not only excessive, but also deeply unfair.

The reaction of the fans was not long in coming: on social media, the hashtag#StandandwithpaololiIt immediately became viral. Numerous fans have accused BMW of lack of respect, remembering that sport is not only victories but also defeats, and that a brand should support its ambassadors even in difficult times. Some sports commentators have spoken openly of “communicative slip” which could cost dear to the reputation of the company in Italy and in the world.

After hours of silence, Jasmine Paolini decided to break his confidentiality. Known for his kind character and his sober style, many expected a diplomatic response. Instead, the tennis player surprised everyone with a dry declaration, made up of only eight words, who immediately went around the world:“My strength is not measured by sponsor.”A glacial, but at the same time powerful phrase, capable of transforming a moment of sport weakness into an act of personal and professional pride.

Paolini’s response literally ice cream oliver Zipse, CEO of BMW, who according to internal sources did not expect such direct reply. Journalists and commentators have praised the tennis’ courage, underlining how his words embody the authentic spirit of sport: the inner force, the resilience, the ability to get up after a fall.

While the media storm continues to grow, it remains to be understood which the next move will be both of Paolini and BMW. Some marketing experts believe that other sporting or luxury brands could take the opportunity to propose new collaborations, transforming what seemed like a defeat into an opportunity.

One thing is certain: Jasmine Paolini, with eight words, overturned the fiction. From “weak tennis player” to a symbol of Italian pride, it has shown that the value of an athlete goes far beyond a contract or a single game.