The Shifting Sands of Representation
Fans at the BNP Paribas Open witnessed an intriguing sight: Naomi Osaka's former long-time agent, Stuart Duguid, sitting with Aryna Sabalenka's team during their intense fourth-round match. This visible shift underscored a major behind-the-scenes realignment in the lucrative world of tennis management.
Osaka shocked many when she announced her departure from Evolve, the agency she co-founded with Duguid in 2021. Her contract expired at the end of 2025, leading her to claim the project wasn't "what was promised." She subsequently made a highly anticipated return to IMG, where she is now reportedly represented by super agent Max Eisenbud, known for his work with Maria Sharapova and Emma Raducanu.
Meanwhile, Sabalenka's journey saw her leave IMG in January 2025 to sign with Evolve. She had reportedly felt undervalued at her previous agency, expressing a strong desire to expand her involvement in fashion and social media content—areas where she felt IMG hadn't delivered.
Sabalenka's Fiery Critique
Never one to shy away from expressing her true feelings, Aryna Sabalenka offered a strikingly candid opinion on Osaka's decision. With a laugh, the current World No. 1 declared, "I just feel sorry for her that she moved from Evolve back to IMG. I don’t think that’s a smart decision to do."
Sabalenka further emphasized her satisfaction with Evolve, adding, "I’m happy. I’m super happy that now all time that they were kind of, like, balancing between me and Naomi, now I get most of the time. I’m happy with that." Her comments highlight the competitive nature of player representation.
Osaka's Calm Response
In stark contrast, Naomi Osaka maintained her characteristic calm. When informed of Sabalenka's remarks, she simply grinned and asked if her rival had been laughing. "Look, we’re two different people, for sure," Osaka explained. "I think her experiences aren’t the same as mine, and I wouldn’t have it any other way."
Osaka reaffirmed her loyalty to IMG, stating, "For me, I have always loved IMG. I have been treated really well there, and the people there are really kind to me. I would recommend IMG to people. I guess she wouldn’t." Her perspective underscores the subjective nature of player-agency relationships.
The Business of Tennis: Brand Power Plays
Sabalenka's move to Evolve has demonstrably paid off. The agency has rapidly expanded her brand, securing high-profile endorsements that align with her desire for involvement in fashion and broader social media engagement. This strategic shift has seen the Sabalenka brand flourish, making her a formidable presence off-court as well as on.
In just the past few months, Sabalenka has been named the first-ever tennis ambassador for Emirates airline and a global brand ambassador for luxury fashion house Gucci. Beyond endorsements, she actively participated in the lucrative exhibition circuit during the offseason, showcasing her expanded profile.
These combined efforts led to Sabalenka earning approximately $30 million in 2025, with about half of that staggering sum coming from off-court income. This figure, nearly double her off-court endorsements from the previous year, positioned her as the second-highest-earning female athlete globally.
While Sabalenka's brand is soaring, Osaka still holds the all-time record for single-year earnings for a female athlete, pulling in $60 million in 2021, with $55 million from endorsements with giants like Nike and Louis Vuitton. The numbers underscore the immense financial stakes in top-tier tennis.
On-Court Dominance: Sabalenka Advances
Despite the intense off-court drama, Aryna Sabalenka kept her focus firmly on the court at Indian Wells. She decisively defeated Naomi Osaka with a 6-2, 6-4 victory in the fourth round. Following this high-stakes encounter, Sabalenka continued her impressive run, charging past Victoria Mboko in straight sets to book her well-deserved spot in the BNP Paribas Open semifinals.
