World No.13, Ben Shelton reacted to the latest brand endorsement video dropped by sportswear company ‘On’, featuring Roger Federer and Sesame Street character Elmo.

Young, vibrant personalities are part of On's foray into tennis sponsorships that feature young, charismatic athletes from ...

Roger Federer is a marketing powerhouse on his own, and it's best put in Nike's former tennis director Mike Nakajima's words ...

Ben Shelton left the United States for the first ... Ben, a personal bet of Roger Federer and his agent Tony Godsick, returns to the penultimate round of a major. He was already there at the ...

In retirement, Roger Federer continues to have a major impact on the sports world. Since partnering with On in 2020, the ...

A long way from the tennis courts, Roger Federer is enjoying a well-deserved retirement, promoting the Swiss brand On, which ...

Watch as Elmo sits in an umpire's chair and debates the two letters found on Federer's On-branded sneakers: Is it 'Q' and 'C' or 'O' and 'N'?

Jannik Sinner can join the likes of Novak Djokovic and Roger Federer as a back-to-back ... 6-2 victory over American Ben Shelton. Italian world No.1 Jannik Sinner has advanced to another ...

The junior ITF world No. 6 got his first big taste of glory on his 18th birthday, beating the USA’s Benjamin Willwerth 6-3 ...