Jannik Sinner (Photo: Ftip)
After winning the tennis thriller in Melbourne, a whole world lies at the feet of the 22-year-old Jannik Sinner from Sesto. The facts and figures about the Sinner phenomenon.
by Artur Oberhofer
Die “Gazzetta dello Sport” told the Sinner fairy tale with biblical words. On Sunday at 1:32 p.m. the redhead from the South Tyrolean mountains opened the “gate to paradise”. “Il ragazzo d’oro,” was the headline of Italy’s largest sports newspaper and quoted Australian tennis legend Rod Laver as saying: “He will continue to dominate for a long time.”
Giorgia Meloni hugged Puschtra Bui so tightly that he stood there completely embarrassed.
The Pope and the President also came out as Sinner fans this week.
Jannick Sinner has definitely become a national hero after his victory at the Australian Open. The numbers say that too. On Sunday morning, the 22-year-old from Sexten still had 1.7 million followers on Instagram.
On Sunday evening there were already over two million.
Jannick Sinner has risen to the Olympus of international sport with his first Grand Slam title. Experts say he can become a second Roger Federer. Also when it comes to its market value and sex appeal for sponsors.
Just to show the relationships: The Swiss Federer recently earned 85 million euros in prize money and sponsorship money. Per year!
Jannik Sinner is now playing in this league – in the league of the ten most important athletes in the world.
The “Project Sinner” is already a gigantic project in terms of sport and marketing, and it works so well because the 22-year-old is hermetically shielded from all external influences and can concentrate fully on tennis.
Behind Jannik Sinner is a staff of top trainers, consultants, physiotherapists and experienced PR professionals, with one man pulling the strings: Lawrence Frankopan.
Frankopan is the head of StarWing Sport, headquartered in London. This agency has been responsible for Sinner’s media contacts and sponsorship contracts, i.e. marketing, since October 2019.
Jannik Sinner (Photo: FB/Sinner)
Lawrence Frankopan recently explained why he signed Jannick Sinner: “Jannik,” said Frankopan, “has the X factor.”
The X factor refers to the mindset of an athlete, i.e. head, spirit.
Some athletes lack the looseness necessary to win, i.e. the X factor. Jannik Sinner has this X factor, he wins because he is strong in his head.
In contrast to Andreas Seppi from Kalter, who played his entire tennis life with a single coach – Massimo Sartori – Sinner and his closest advisors had the courage two years ago to end the highly successful collaboration with Riccardo Piatti, and with Simone Vagnozzi and Darren Cahill to hire two new coaches.
A decision that initially caused surprise and suspicion.
Riccardo Piatti brought Sinner to his camp in Bordighera at the tender age of 13. He played a large part in Jannik Sinner’s success, but Sinner only received the finishing touches to become a superstar through the Vagnozzi-Cahill duo, say tennis experts.
Jannik Sinner’s most important advisor is Alex Vittur.
It was the 39-year-old from Bruneck who brought Sinner to Riccardo Piatti (on a tip from Massimo Sartori). Sinner, it is said, will not sign a contract without first speaking to Alex Vittur.
Two other important figures in Jannik Sinner’s interdisciplinary staff are Joseph Cohen, a 31-year-old Brit, and Ruben Zrihen, a Frenchman.
Joseph Cohen is the “guardian angel” that StarWing Sport boss Lawrence Frankopan has “assigned” to Jannik Sinner. He is the link between Sinner and the London agency. And Ruben Zrihen is a Nike manager who is also part of the Sinner staff and travels to all the tournaments.
Nike was one of the first global brands to recognize the appeal of the Sesto native and awarded him a fabulous contract.
It is also part of the good manners that his advisory staff recommends that Jannik Sinner not publicly celebrate his (apparently renewed) love affair with the Italian influencer Maria Braccini.
Jannik Sinner (Photo by TENNIS AUSTRALIA/ FIONA HAMILTON)
Jannik Sinner is probably shielded and marketed according to all the rules of PR art, but he – and this makes the young South Tyrolean an exception to the rule – is not a fictional character. With his disarming modesty, his boyish smile, his family ties – Sinner never tires of thanking his father Hanspeter, his mother Sieglinde and his adoptive brother Mark – he exudes an authentic light-heartedness.
Jannik Sinner is the stark opposite of the type of arrogant, boorish professional footballer with tattoos down to the cracks in his butt.
Sinner’s statement that he did not go to Sexten after his victory in Melbourne because the village there was in mourning due to the tragic accidental death of a mother and her two sons touched many people.
The irresistible charm of the Jannik Sinner also makes it the perfect advertising medium.
Jannik Sinner himself probably doesn’t even know how much money he has in his account.
Jannik Sinner (Photo by TENNIS AUSTRALIA/ ALEX COPPEL/FBSinner)
The business magazine “Forbes” took the trouble to do the math. According to this, Jannik Sinner earned 35.5 million euros last year alone, 23 million euros in sponsorship money and 12.5 million euros in prize money.
What many career envy don’t know: The prize money always has to be taxed locally. This means that of the 1.9 million euros that Jannik Sinner receives for winning the Australian Open, 40 percent goes to the Australian state.
Jannik Sinner can get over this.
The US sporting goods manufacturer Nike has given Sinner a 10-year contract that guarantees him 15 million euros annually, plus a dozen other powerful sponsors (such as Rolex, Gucci, Lavazza, Fastweb, Parmigiano Reggiano, Alfa Romeo, Technogym , Intesa San Paolo, Pigna, Panini), which bring him another five million euros per year.
The real rain of money that rained down on Jannik Sinner has not changed the young man.
Whenever Sinner comes to South Tyrol, his first stop usually takes him to the fire department school in Vilpian, where his older brother Mark works.
Or he watches a match at the local amateur club with his childhood friends from Sesto.
Lawrence Frankopan was right: This redhead from the South Tyrolean nest of Sexten has the X factor.
Jannik Sinner (Photo: FB/Sinner)
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2024-02-04 03:21:00
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