Ben Shelton is expected to sign a new mega money deal with clothing brand New Balance, as he prepares to cash in on his status as the rising star of men’s tennis.

Shelton was one of the first players in the sport to join On Running when they started signing up big-name stars to lead the next phase of their impressive growth.

Iga Swiatek joined Shelton by signing for the brand that has enjoyed remarkable success since tennis legend Roger Federer became an investor in the Swiss company.

Yet it looks like they were not willing to match the huge offer Shelton received from New Balance to sign a long-term clothing deal, with reports suggesting his exit from On will be confirmed as his current contract is about to expire.

Reports in America suggest Shelton will sign a deal with New Balance worth around $5m-per-year, with huge bonus payments also baked into the agreement.

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Shelton will join Coco Gauff as a symbol of the New Balance tennis family and there are suggestions that a signature shoe will be released as part of the deal.

Shelton’s appearance in this year’s US Open final and his rise to the top five of the ATP Rankings has cemented his status as tennis A-lister over the last year, with his American nationality adding to his mass market appeal.

Now he is preparing to make a big move that will allow him to take his career to the next level, after he confirmed he has hired Juan Carlos Ferrero to take him to the next level.

Ferrero is expected to start his journey with Shelton at the ATP Finals, which get underway this Sunday and former world No 1 Jim Courier is convinced he can add the finishing touches to the career of the player who will still have father Bryan Shelton in his camp.

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“I can’t wait to see the impact Juan Carlos has on Ben’s game,” Courier said on the Off Court with Greg Rusedski podcast.

“You see his highs are so high, but you also see that there are days when he makes a lot of mistakes that maybe he could clean up and then that floor becomes higher. 

“If he can turn a few of those bad days into good days, all of a sudden he winning those matches that he might lose these days.

“The coaches can have that impact. It doesn’t necessarily have to all be technical. A lot of it can be mental. But a good coach is worth every penny that they get paid.”