Is Carlos Alcaraz now the most marketable athlete in the world?

Sunday’s Men’s Wimbledon Final saw the 20-year-old Spaniard seize the crown from Novak Djokovic. With youth, an all-round game with no visible weaknesses, trophies, and comfort in front of the camera, is Carlos Alcaraz now the most marketable athlete in the world?

PR guru Mark Borkowski stated after the Men’s final that 'we are witnessing the new hero for Gen Z'. The sheer optics of seeing one of the Big 3 bested by a 20-year-old newcomer was striking. For brands looking to connect to a Gen Z audience or play off an “out with the old, in with the new” campaign, Alcaraz presents an unparalleled opportunity. But there’s so much more to the new sports star.