Iga Swiatek secures huge sponsor – here’s why it’s a big deal

One of the most recognisable faces in tennis, Iga Swiatek has had unprecedented success at times across the past couple of seasons. And her success off-court has continued, with a key new sponsor announced for the 22-year-old. We look at her latest partnership – and why, for many reasons, it is such a big deal.

Brand new partnership
Swiatek announced on Monday that she is now an ambassador for Lancôme, the world-renowned cosmetics brand that is among the most popular in the world.

It is the first brand of this sort that the four-time Grand Slam champion has joined forces with, and she will be the organisation’s first Polish and first sporting ambassador.

She said: “I just became the first Polish ambassador of Lancôme and first athlete among its brand ambassadors like Zendaya or Julia Roberts… This is huge for me and I’m looking forward to this journey. Stay tuned for more!”

Star power
It is not just Zendaya and Roberts who have deals with Lancôme; the likes of Emma Chamberlain, Amanda Seyfried, and Lupita Nyong’o have worked with the company.

Swiatek may not have the profile of those women yet, but it is undoubtedly significant that such a brand wants to work with her.

It highlights that her profile has continued to grow thanks to her ongoing – and incredibly consistent – success; she is reaping the rewards for her on-court success by having more successes off it.

People often focus on the likes of Coco Gauff or Naomi Osaka – or retired players like Serena Williams and Maria Sharapova – when it comes to talking about star power in women’s tennis. But this shows that Swiatek has that same special quality and has developed into a hugely significant figure.

Deal designed for key markets
It cannot be underestimated just how big of a deal Swiatek is in Poland.

Alongside footballer Robert Lewandoski she is the biggest sports star in the country – no mean feat for a nation of almost 40 million people. Already a hugely recognisable figure in Poland, this partnership will only make her even more famous and visible, growing her position as a national celebrity.