The Big 4 At Roland Garros French Open 2025: Some Marketing Lessons For All

Let’s start with being absolutely clear that we are not talking about Deloitte, EY, KPMG & PwC. We are talking about the BIG 4 in tennis who all united in Roland Garros recently for an emotional farewell to its 14-time champion- Rafael Nadal. Not seen together much these days with Rafa being the third of the group to retire in November 2024, Roger Federer, Novak Djokovic & Andy Murray reunited with Rafa on 25th May 2025 as the French Open gave a moving farewell to one of its own. Having dominated the sport for over 2 decades and collectively winning 69 Grand Slam titles among them, their influence extended well beyond the courts, shaping sports entertainment in a way like never before. While Nadal’s recent farewell at the French Open marks a cultural moment for the fans, the coming together of the Fab Four or Big 4 just made everyone explode, including Rafa himself.

But as we face yet another culturally significant sports milestone, we want to take the pleasure of analyzing the impact which the Big 4 had in giving shape to how brands leverage sports celebrities in marketing. Not only were they instrumental in shifting marketing budgets towards celebrity sports icons owing to their global fanbase, they have all managed to create compelling narratives for the brands they represent, increasing tennis’ commercial value. All this while setting gold standards for authenticity and emotional engagement in sports marketing. Take Nike’s partnership with Federer & Nadal for instance, where Federer’s endorsements alone contributed to over $100M annually during his peak. Not to mention the rivalries like Federer Vs Nadal which have helped create compelling narratives for brands.

Individual Brand Values & Marketing Impact of Big 4

Each of the Fab Four have individually built a unique brand for themselves enhancing their marketability.

Roger Federer

Known for his elegance, with a net worth of $500 million, boosted by endorsements like Rolex and his investments in On Running. His brand aligns well with luxury & philanthropy.

Rafael Nadal

The "King of Clay," has a $220 million net worth, with deals from Nike and Babolat, and a foundation for children embodying resilience and authority.

Novak Djokovic

With 24 Grand Slams, has a $240 million net worth, endorsed by Lacoste and Head, and launched his electrolyte drink, SILA. Djokovic’s brand reflects excellence and innovation

Andy Murray

Known for grit, has a $100 million net worth, with endorsements from Head and American Express, and engages fans on Sina Weibo

Fab Four Digital Marketing Campaigns Which Spelled “SUCCESS”

Content Creation : Creating A Resonating Narrative For Storytelling

1. Federer- The #PhotoshopRF campaign is a prime example of how wild it can get with UGC(User Generated Content) where fans were invited to photoshop images to “convince” Roger Federer to visit India. What followed was a flood of memes, images, videos, reels sparking widespread creativity while garnering heavy engagement. But while we are on the topic of engagement, we cannot forget to mention his documentary Federer: Twelve Final Days, which offered an emotional farewell to his career, garnering millions of views and reinforcing his brand’s prestige.
2. Nadal- Louis Vuitton’s campaign featuring Nadal and Federer together went viral, blending luxury with their rivalry-turned-friendship narrative. Treated at par with Messi-Ronaldo rivalry in football, the coming together of Rafa and Federer almost broke the internet. The Rafa documentary chronicled his journey, deepening fan connection and amplifying his brand partnerships while strengthening the numbers for tennis players in general.
3. Djokovic-"Novak Djokovic vs. Tennis Machine" campaign by Head showcased his skill and humor, earning significant online traction. But it was nothing compared to the love he received for Untold: Breaking Point on Netflix which humanized his journey, drawing viewers and enhancing his global appeal.
4. Murray: Uber Eats’ campaign, where Murray was humorously "delivered" to a customer, became a social media hit. While the format wasn’t something which was unheard of but Murray stole the show in all senses.  Andy Murray: Resurfacing documented his recovery from injury, resonating emotionally with fans and boosting his relatable image.‍

Lesson Learnt: The Fab Four have managed an authentic connect with their fans levelling up the influence they have and hence causing ripples with even UGC around them. Having chosen to show their human side to their fans has helped them up the ante and has only helped them strengthen their partnerships.

Social Media Campaigns : The Magic Of Fab Four In Amplifying Engagement

1. Federer: The #PhotoshopRF hashtag trended globally, with fans posting creative edits, amplifying reach organically showing the influence of a Pre-Social Media era Athlete on today’s channels of communication.
2. Nadal: Sharing Louis Vuitton and Kia campaigns on his platforms boosted engagement, with fans praising his authenticity. Both brands experienced an uptick of traffic flowing in from social media platforms validating the “king of clay” prowess.
3. Djokovic: His ANZ campaign, promoted on social media for community fundraising, blended brand visibility with social good, earning widespread support.
4. Murray: The Uber Eats campaign generated buzz on X and Instagram, with fans sharing clips and memes, enhancing its viral impact. While brands are always in search for “shareable” campaign collaterals for today’s social media, the success on X & Instagram goes to prove how important the shareability factor can be for a campaign today.

Lesson Learnt: Despite modest warranted presence on social media, all of the Fab Four have managed to make splashes on social media platforms owing to their fan loyalty and interactive content around the campaigns. Shareability being the key driver of success metrics in 2025’s social media circus.

Community Engagement : The Loyal Audiences of Big 4

1. Federer: The Roger Federer Foundation shares updates on education initiatives, engaging fans who value his philanthropy on social media. But through his foundation Federer’s on-ground community engagement game deserves a gold medal. Not only does this impact the people directly benefitting but the goodwill earned among fans is immeasurable but shows through his traction when considered for campaigns.
2. Nadal: The Rafa Nadal Foundation’s focus on youth education keeps fans invested via social media and newsletters. Nadal’s tryst with educating the future generation is not new but his personal impact on the community he has engaged with has only catalysed the love which his fans already had for him.
3. Djokovic: The Novak Djokovic Foundation’s youth development efforts connect with supporters through regular online updates. His work with the children is something which nobody can deny and his interactions through social media shows how much he is loved by one and all.
4. Murray: Active on X and Instagram, Murray interacts directly with fans, strengthening his community ties and maintaining a direct line of contact with his supporters.

Lesson Learnt: While many brands struggle to create and engage a community of their users, these athletes who focus on their game and philanthropy have managed to engage with communities not only through fans on social media but going a step further to actually engage with the community in a meaningful way. Their foundation-driven efforts highlight how building communities around shared values fosters loyalty.

Legacy Beyond Tennis

Manufacturing viral moments are difficult but seems to come naturally to these Big 4 in tennis where the campaigns they have been a part of have not only driven their personal brands but set benchmark for digital marketing success. The viral French Open moment was just  another example of the cultural weight they hold in the world of digital media. Having managed to create another shareable moment marketing and giving French Open a humongous opening, the Big 4 show how retirement has still not affected their ability to draw mad crowds(online and offline).