Ben Shelton has a major career decision looming after US Open run ends

American tennis star Ben Shelton has a major career decision to make once his run at the US Open comes to an end.

Shelton will face off against fellow American Frances Tiafoe for a spot in the US Open final on Friday night, but his next major move could take place at the negotiating table rather than on the tennis court.

Even if the 23-year-old does not end up becoming the first American man to win a Grand Slam since 2003, his starpower is here to stay, especially after his history-making five-set win over defending US Open champion Carlos Alcaraz in the quarterfinals.

If Shelton, currently the No. 9-ranked men’s player in the world, is not already the most recognizable and famous star in American men’s tennis, he could be very soon with the help of a new sponsor.

Shelton’s partnership with Swiss sportswear brand On is set to expire at the end of 2026, opening the door for him to join forces with Nike, Adidas, or another powerhouse in the sports apparel space.

He initially signed with On in March 2023, and reports indicate that while Shelton is not guaranteed to leave for a new brand, his representation has been exploring other options in an effort to capitalize on their client’s rising popularity, according to Hard Court.

Prediction market platform Kalshi is now giving users the ability to predict who Shelton’s next partnership deal will be with. While a clear frontrunner cannot be inferred just yet, the primary candidates include Adidas, New Balance, Nike, Alo, and Lululemon.

Adidas and New Balance are currently rated as the favorites to land Shelton, according to Kalshi, and a more defined list of candidates should become clear in the weeks that follow the end of the US Open.

His current deal with On is valued at roughly $2 million per year, according to Hard Court, while a potential contract with a new brand could be in excess of $10 million per year.

Other American tennis stars and their sportswear partners include: Taylor Fritz with Hugo Boss, Frances Tiafoe with Lululemon, Coco Gauff with New Balance, Jessica Pegula with Adidas, and Tommy Paul with Nike.

The exact value of each of those partnerships is not publicly available, although estimates suggest they fall between $500,000 and $2 million per year.

The biggest global stars in men’s tennis, like Carlos Alcaraz and Jannik Sinner, are believed to earn as much as $10 million per year through their respective sportswear deals, and Shelton could soon join that echelon after his prolific 2026 season and inspirational run at the US Open.

A three-time Grand Slam semifinalist, Shelton is hoping to become the first American man to win a Grand Slam title since Andy Roddick won the US Open in 2003. It comes after he won his second career ATP 1000 title at the Canadian Open in August 2026.

Although it did not come with a trophy, his season peaked with his upset victory over Alcaraz in the US Open quarterfinals, a result that made tennis fans realize the potential he has as a future Grand Slam champion.