Carlos Alcaraz, the reigning French Open champion and one of tennis’ most electric talents, has joined evian as the brand’s newest Global Brand Ambassador. The announcement marks another bold step in evian’s long-standing relationship with elite tennis and its commitment to promoting hydration as a cornerstone of modern athletic performance and lifestyle wellness.
The partnership aligns with evian’s status as the Official Water of Wimbledon (since 2008) and the US Open (for 39 years)—a legacy that connects the brand deeply with the sport’s most iconic moments.
A Strategic Match Between Brand and Athlete
At just 22, Alcaraz represents a generational shift in tennis—not just in his explosive playing style but in the way he embodies holistic athleticism, positivity, and personal discipline. His alignment with evian is more than sponsorship; it’s a lifestyle endorsement rooted in shared values: youthfulness, vitality, and balance.
Speaking on the announcement, Alcaraz emphasized the importance of hydration in his routine and praised evian’s focus on health and well-being. In return, evian’s Global Director Dawid Borowiec described Alcaraz as the “essence of ‘Live Young’,” reinforcing the brand’s drive to inspire energy and wellness in daily life.
The Rise of Athlete-Led Wellness Campaigns
Alcaraz joins an exclusive group of evian athletes that includes Emma Raducanu, Frances Tiafoe, and Arthur Fils—all of whom bring unique personality, cultural reach, and fan affinity to the brand’s strategy.
But beyond individual campaigns, this move reflects a growing trend among wellness brands: co-creating purpose-led platforms with athletes, rather than traditional advertising models. With hydration, recovery, and performance now core to both fitness and lifestyle audiences, athletes like Alcaraz offer authentic narratives that can scale globally.
Strategic Analysis: Why This Matters for Brands & Rights Holders
At 365247 Media, we view this partnership as part of a larger evolution in athlete brand value and performance x wellness convergence. Here’s what brands and properties should take from it:
- Dual Purpose Positioning: evian doesn’t just sell water—it positions hydration as a foundational wellness habit. Partnering with an athlete who lives that message daily creates credibility that resonates across audiences.
- Youth Alignment: Alcaraz taps into Gen-Z and millennial audiences in a way few athletes can. For evian, this is about more than tennis—it’s about brand relevance in a saturated wellness market.
- Holistic Lifestyle Integration: This isn’t a courtside-only partnership. Expect digital content, behind-the-scenes narratives, and integration with wellness routines, pushing evian deeper into the “everyday health” category.
- Global Storytelling Power: With Spain as a strategic market and Alcaraz growing in popularity across Europe, Latin America, and Asia, evian has a global voice for its mission—and a narrative to match.
Insight for Brands, Teams, and Sponsors
Want to replicate the evian x Alcaraz model? Here’s what matters:
- Find an athlete who is a natural fit—not just a big name. Authenticity fuels retention and impact.
- Leverage sport not as a billboard but as a behavior funnel. Use athletes to educate, influence, and embed habits, especially in health-focused categories.
- Think digital-first. Athlete partnerships are no longer TV-first. Build storylines, reels, and UGC integrations that show fans how your product fits into the athlete’s day—not just that it does.
At 365247 Consultancy, we help brands craft high-impact athlete partnerships and sports marketing strategies with purpose, performance, and ROI at the center. Whether you’re a DTC wellness brand or a rights holder seeking the perfect ambassador match, we’ve got the strategy playbook to turn your idea into global impact.
Get in touch to build your next athlete-driven campaign or sponsorship platform.
