Ben Shelton will reportedly start the new year with a lucrative new sponsor.

The American tennis star will leave On for New Balance in a deal that could be worth as much as $10 million a year, according to a report by “Hard Court.” The report noted that signature shoe is part of the agreement, as is a $5 million base retainer that comes with a $5 million bonus if Shelton finishes the year ranked between number two and number 10. If he finishes first, that bonus would go up to $13 million.

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While Shelton’s camp has not commented on the potential new deal, On did give a statement confirming that they’ll split with the player currently ranked number four in the world. An unnamed source also said the Swiss brand saw $10 million as out of line with the marketing return and the potential for the sport’s growth internally.

Where On clearly does see potential for growth is in soccer, as it recently pried Kylian Mbappé from Nike to be the face of its new category, with Thierry Henry as director.

“We are very proud of our partnership with Ben and everything we have achieved together on and off the court over the past four years,” On said in a statement to Hard Court. “Athlete partnerships in are and will remain a core pillar of On’s approach. While we ultimately felt that the proposed terms and structure for continuing the partnership were no longer fit for On, we wish Ben nothing but the very best on his journey.”

Shelton would become New Balance’s second signature athlete in tennis alongside Coco Gauff, whose second on-court model launched in 2024 and was joined by a lifestyle shoe in 2025.

On’s roster is now firmly headlined by Iga Świątek, who’s spent 125 weeks as the world’s top-ranked female player and boasts six career Grand Slam victories. She does not have a signature shoe but wears custom versions of Roger Federer’s models.

Świątek and Shelton’s On deals were announced simultaneously in 2023. Then 20 years old, Shelton had previously been wearing New Balance in matches without any sponsorship deal.

At the 2026 U.S. Open, Shelton reached his first Grand Slam final and finished as runner-up to Alexander Zverev.