Aryna Sabalenka reacts after defeating Coco Gauff in the women's singles final at the Miami Open tennis tournament, Saturday, March 28, 2026, in Miami Gardens, Fla. (AP Photo/Marta Lavandier)

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World No. 1 Aryna Sabalenka isn’t trying to hide anything when she’s on the court, on social media or interacting with fans. Aryna Sabalenka the brand isn’t any different.

“I’m just myself. What you see is what you get. I try to be honest, to do the right things, to represent myself in a way that feels real,” the top women’s player in the world tells me. “For me, it’s about being authentic, showing my personality, my emotions, my energy and letting people connect with that. That’s Aryna.”

Being authentically herself allows Sabalenka to partner with brands that fit her lifestyle and stay involved in the business side of her tennis. “I have a great team around me that really understands who I am, what I like and what I want to build off the court,” she says. “We have open conversations about opportunities, and I always make sure I genuinely connect with the brands we choose to work with. For me, it’s important that it feels authentic and exciting. So it’s always a collaboration between me and my team, and we move forward with what feels right for my personality and my goals.”

Sabalenka, who works with a list of partners, including Wilson, Nike, Gucci, Emirates, Audemar Piguet, Stella Artois, Whoop, IM8, Material Good, Shark Ninja and Electrolit, says she doesn’t have hard and fast rules. “I don’t really look at it as a number, like there’s a limit where it suddenly becomes too much,” she says. “For me, it’s more about how everything fits together and how it makes me feel. Right now, I’m lucky to work with some incredible brands that I enjoy being part of, and that makes a big difference. I think women’s tennis is growing so much, and it’s exciting to see more brands wanting to be part of that journey.”

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But balancing her partnership responsibilities with maintaining her World No. 1 status is no small feat. Sabalenka says that between tournaments is when she spends time on partnerships but doesn’t see it as something she has to fit into her schedule. “I enjoy that side of what I do. It’s a chance to be creative, to show a different side of myself and to connect with fans in another way,” she says. “When I work with brands, we try to make it fun and natural, so it doesn’t feel like work. It feels like something I’m excited to be part of.”

Once Sabalenka enters a tournament, though, her mindset clears. Everything becomes about competing and performing. “I take it match by match, and that’s where my energy goes,” she says. “Any business commitments are usually planned around that, either before the tournament starts or during quieter moments. My team plays a huge role in protecting that balance. They know when I need to rest, recover and stay focused, and we make sure nothing interferes with that.”

While Sabalenka certainly has non-performance partners, working with brands that help her either perform or recover is a natural fit. “Like with Electrolit, it’s something I was already using as part of my routine to stay hydrated—during training blocks, when I’m traveling, playing in different conditions,” she says. “It was already one of those essentials I always had with me, so when the partnership came up, it actually felt like a very easy decision because nothing really changed for me. I think that’s why it’s easy for me to talk about it and share it, because it’s genuine. People can feel when it’s real, and that’s what matters most to me.”

There can be additional benefits that feed her creative side. Ahead of the 2025 U.S. Open, Sabalenka partnered with Electrolit to make her favorite pizza slices in New York and share them with fans. She recently spent time filming a video with “Saturday Night Live” comedian Jeremy Culhane, which she says was a completely different experience for her. “These moments make it just so special and easy,” she says. “It’s a very people-first brand, and you can feel that.”

Sabalenka has two routines, one for in-tournament and one for out of a tournament. During competition, recharging looks different. She spends time with her team, hanging out with her dog, Ash, and listening to music. “You don’t fully relax because you’re in competition mode, but you learn how to find little ways to reset your mind,” she says. No matter where she is in the world, she looks to keep things consistent, “because on tour everything else is always changing.” Her warm-up, recovery and hydration routines don’t deviate, giving her the feeling of control. “I’m traveling all the time, different time zones, different conditions, so having those small routines makes a big difference,” she says.

Between tournaments is a “completely different feeling.” That’s when she can spend time with people close to her and do other things she enjoys, like shopping or going to dinner. “It helps me come back feeling fresh, motivated and ready to compete again,” she says. “I think those little habits are what help me stay consistent. When I feel good physically, it’s much easier to stay focused and play my game, no matter where I am in the world.” And no matter where she is in the world, it allows her to just be Aryna.

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