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Stephy Zhang

Zheng Qinwen’s sponsors have proved even more excited than her long-awaiting fans, kicking off a new round of commercial campaigns to capitalise on her 69-spot surge to world No 52 after her comeback run at the US Open.
Following her amazing comeback victories at the year’s final grand slam event in New York, where she lost only to eventual champion Elena Rybakina in the quarter-finals, her sponsors posted celebratory campaigns, competing to highlight their early faith in her resilience.
Among them, Turkish Airlines’ official Chinese account congratulated her, writing: “It is easier to fly against the wind. Next stop, fly higher, Queen Wen!”
Nike’s Chinese campaign read: “You believed in yourself back when you had no world ranking. How could current ups and downs shake you now?”
SAIC Audi wrote: “Is a 12 per cent win probability enough? For the brave, it is enough.”

Meanwhile, tea chain Chagee featured the slogan: “Point by point, finding back your familiar self.”
In Forbes’ 2025 list of the world’s highest-paid female athletes, Zheng ranked fifth with about US$21 million, trailing Eileen Gu, who placed fourth with around US$23 million in off-court earnings, bringing both Chinese athletes to a similar commercial tier.
A separate ranking of the highest-paid tennis players released by the publication in late August showed Zheng’s total earnings over the preceding 12 months had risen to US$22.6 million, ranking seventh globally.
The magazine estimated her 2026 prize money at around US$600,000, while endorsements and off-court income had reached US$22 million, accounting for more than 97 per cent of her total income.
This meant that for every US$100 earned, more than US$97 came from brand sponsorships and less than US$3 came from tournament play.

Fuelled by a broad portfolio of global and domestic brands, her commercial partnerships continued to expand despite injuries affecting her world ranking.
In October 2025, Chagee upgraded her from global health ambassador to its first global brand ambassador. In January, Alibaba’s AI platform Qwen named her a global brand ambassador, with Turkish Airlines doing the same in February. In May, Lancôme promoted her from skincare ambassador to global skincare spokesperson.
Currently holding one of the most diversified endorsement portfolios in women’s tennis, Zheng represents more than 10 brands across cosmetics, sportswear, luxury accessories, consumer electronics, automotive, FMCG, technology and finance.
Besides Audi, Chagee, Nike, Qwen and Turkish Airlines, her sponsorship roster also includes Alipay, Beats by Dre, Dior, Gatorade, L’Oréal, Rolex, Wilson and Yili Group, positioning her as a key figure in the WTA’s expansion into Asian markets.
“Zheng Qinwen has signed away virtually everything from head to toe,” a user on Chinese social media observed, highlighting a level of commercial scale that explains why her off-court earnings have remained consistently high.
Rather than focusing solely on her reaching the last eight, her sponsor brands aligned around her recovery from injury, ranking drop and gritty comeback trajectory.
According to a report by National Business Daily, an industry insider noted that an athlete’s persona often outlasts match outcomes.

“I remember Nadal rushing over to comfort a ball girl who got hit by a ball, but I no longer remember what match that was or what the score was,” the insider said. “In fact, the persona an athlete leaves behind during a match is remembered far more easily than victory or defeat.”
Zheng’s commercial footprint erupted in 2024. In January that year, she finished as runner-up in the Australian Open women’s singles, marking her best grand slam result and the finest performance by a Chinese player since Li Na.
Seven months later, she captured the women’s singles gold medal at the Paris Olympics, becoming China’s first Olympic singles champion in tennis and transforming her from a promising athlete into a national icon.
Zheng is represented by sports agency IMG, which also manages Chinese stars including Eileen Gu, Su Yiming and Li Na, under parent company Endeavor, the world’s largest talent agency.


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Zheng Qinwen

Eventual champion Elena Rybakina (left) beat Zheng Qinwen in the quarter-finals of the US Open earlier this month. Photo: Xinhua

Nike’s congratulatory poster after Zheng Qinwen’s US Open run. Photo: Nike

A list of Forbes’ 2025 world’s highest-paid female athletes, in which Zheng Qinwen ranked fifth with an estimated US$22.6 million in total earnings. Photo: The Athletic

A promotional graphic by Turkish Airlines celebrating Zheng’s comeback. Photo: Turkish Airlines

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Freestyle skier Eileen Gu sustained an injury following a “very terrible accident” while training in New Zealand about one year ago. Photo: Handout

Eileen Gu thanked her supporters on Instagram on Monday while issuing a safety reminder. Photo: Screenshot

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Zhao Jiaju's record run was remarkable in that he made his first checkpoint stop only after running for 35 hours and 42 minutes. Photo: TORX Facebook

Zhao Jiaju made his Tor des Géants debut last year but withdrew after the 200km mark. Photo: TORX Facebook

In his autobiography, Zhao detailed his life as a food delivery worker, during which he did “paid long-distance training”. Photo: Zhao Jiaju

Sport

China

Tennis

Despite a loss of form, the Olympic champion’s total earnings had risen this year to US$22.6m, placing her seventh among tennis players


Despite a loss of form, the Olympic champion’s total earnings had risen this year to US$22.6m, placing her seventh among tennis players.


Chinese star Zheng Qinwen gets massive show of sponsor support as she surges up rankings

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Despite a loss of form, the Olympic champion’s total earnings had risen this year to US$22.6m, placing her seventh among tennis players

Despite a loss of form, the Olympic champion’s total earnings had risen this year to US$22.6m, placing her seventh among tennis players