Ben Shelton’s four-year run with footwear and apparel maker On is set to come to an end at the start of 2027.
Chris OddoNovember 9, 20262 minute read
Ben Shelton is set to leave Swiss sportswear brand On for New Balance in 2027 – and cash in. The 2026 US Open finalist is reportedly locking up a potentially lucrative, incentive-based deal that could potentially earn the American as much as $18 million annually, according to a report published Monday by Jessica Schiffer of the tennis business newsletter Hard Court.
The 24-year-old American, who has been sponsored by On since March 2023, will reportedly begin his new partnership in January, bringing an end to a nearly four-year relationship with the Roger Federer-backed company.
Schiffer, who first reported on Shelton’s potential departure earlier this year, reported that Shelton’s representatives had grown dissatisfied with On’s marketing efforts and product development, believing that the company had not done enough to capitalize on the American’s growing star power as he surged in the rankings this season.
According to Hard Court, the New Balance deal includes a reported base salary of $5 million per year, with another $5 million available if Shelton finishes a season ranked between No. 2 and No. 10 in the world. A year-end No. 1 finish would reportedly bring his total annual compensation to a staggering $18 million.
The financial terms, which have also been reported by Footwear News, have not been officially confirmed by either Shelton or New Balance.
According to Schiffer, On had the contractual right to match the offer from New Balance but ultimately declined to do so, allowing Shelton to walk away.
The departure comes at an interesting time for On, which recently made a major splash in the sports sponsorship market by signing French football superstar Kylian Mbappé as part of its expansion into football.
On will continue to have a significant presence in tennis, with Iga Swiatek and Flavio Cobolli among its sponsored players.
Shelton, meanwhile, will join a New Balance tennis roster that includes fellow Americans Coco Gauff and Tommy Paul. The deal is also expected to include a signature shoe for Shelton, à la Coco Gauff, according to Schiffer.
Shelton is expected to wear On for the final time at this month’s ATP Finals in Turin before making the switch in January.
