How Aryna Sabalenka is building a brand as powerful as her game

World No. 1 Aryna Sabalenka is used to dictating play on her own terms on the court. Now, she’s doing the same off it, leaning into her personal brand to help shape her public narrative.

Sabalenka was the most dominant player on the WTA Tour in 2025, claiming four titles while leading the tour in both match wins and prize money. The standout season earned the 27-year-old Tennis.com’s 2025 WTA Player of the Year honors.

Read More: WTA Player of the Year, No. 1: Aryna Sabalenka

She’s also becoming one of the sport’s most visible stars away from competition. A packed offseason included exhibition appearances, late-night talk show stops, and a rapidly growing presence across social media platforms.

“I started sharing (my life on social media) not out of a ‘branding’ perspective,” Sabalenka tells Tennis.com in New York. “To be honest, I just felt like maybe I’m too aggressive on court, and people don’t understand who I am as a person.

“On the court and off the court, it’s two different people.”

On court, Sabalenka is known for her explosive game: huge serves, booming groundstrokes, and a relentless competitive edge. In 2025, she captured her fourth Grand Slam title at the US Open, reached two more major finals at the Australian Open and Roland Garros, and lifted WTA 1000 trophies in Madrid and Wuhan. She finished the year as world No. 1 for the second consecutive season.

Off the court, however, she’s long struggled to reconcile that ferocity with her easygoing, bubbly personality.

“I don’t like watching myself playing,” she admitted in a Boardroom interview. “I get annoyed by the way I am on court because it’s so different, and it’s so aggressive, and I feel embarrassed every time. Even though I understand this is the way I have to be successful in what I do.”

That disconnect helped fuel her desire to let fans see more of her off-court self—an effort that’s evolved into a social media presence that’s paying off in a big way.

Fans have embraced it. Sabalenka has amassed 3.9 million Instagram followers, surpassing rivals Iga Swiatek (2.3 million) and Coco Gauff (2.2 million), while continuing to grow a loyal audience through TikTok and other platforms.

“I just wanted to share myself with people, so the fans could know me and get more support when I’m playing,” Sabalenka explains.

“Nowadays, I love playing on the big stadiums. I feel the support from the people. I feel connected with the crowd, and I feel like people have also connected with me.

“That’s been the main goal of sharing so much.”

Brands are taking notice as well. Sabalenka’s endorsement portfolio has expanded rapidly after she took greater control of her business affairs last year, leaving global agency IMG for Evolve, the boutique firm founded by Naomi Osaka and agent Stuart Duguid.

Read More: Naomi Osaka is leaving Evolve, the sports agency she co-founded

The move appears to have paid off. Sabalenka’s estimated 2025 earnings reached approximately $30 million, including a WTA-record $15 million in prize money. The other half came from off-court income through partnerships with Nike, Audemars Piguet, Whoop, and Maestro Dobel, along with newer deals involving Electrolit, IM8, and more. Those earnings helped her rank as the second-highest-paid female athlete, according to Forbes and Sportico.

Read More: Coco Gauff is Forbes' highest-earning female athlete for second year running

As for what’s next, Sabalenka is eager to keep building. She’s already thinking about new ways to turn her globe-trotting lifestyle into content.

“I want fans to know that I can cook!” she says. “I think I would love to show how I shop, how I pack my stuff, my makeup skills, and also me cooking... One day, I’d love to share that side of mine.”

Sabalenka begins her 2026 season in Brisbane, where she returns as the defending champion at the Brisbane International, which gets underway on January 4.