Federer becomes a billionaire on the Forbes list, but not thanks to prize money

American magazine Forbes has placed Roger Federer on its list of billionaires, estimating his net worth at $1.1 billion. It marks a symbolic milestone for a player who has long since become a global brand.

Interestingly, Federer was never the leader in prize money on court, earning about $131 million over his career – less than his long-time rivals Novak Djokovic and Rafael Nadal. His real wealth came from another direction, through sponsorships and investments.

Federer became a model of sports marketing during his years at the top of the ATP rankings. Deals with brands like Rolex and Mercedes-Benz cemented his image as an ambassador of elegance and reliability.

In 2018 he made a pivotal move, leaving Nike for Uniqlo, a major Japanese clothing retailer known for its minimalist style and global reach. The ten-year, $300 million contract was not only record-breaking for tennis, but also opened the door to a wider audience far beyond sport.

The second pillar of his fortune is investing. His most successful move was buying a stake in On Running, the Swiss sneaker company that grew into a global brand with a market value of around $15 billion. Federer’s share is now worth about $375 million, and he personally helped design its tennis shoes. At the same time, he co-founded the agency Team8 and the Laver Cup tournament, securing a role in the industry even after retirement.

With this, Federer joined just seven athletes worldwide whose fortunes in 2025 exceeded $1 billion. His story shows clearly that in modern tennis, the biggest money comes not only from winning matches, but from turning a name into a lasting business asset.

Earlier this year, we reported that the valuation of Rafael Nadal’s academy reached $217 million. The project has grown into one of the leading sports institutions in Spain, combining tennis training with education and hospitality, and attracting players and students from around the world.