#Forbes Shocks Fans With Matteo Berrettini’s 2024 Ranking — You Won’t Believe Who He Beats

The tennis world was left reeling when Forbes unveiled its annual list of the highest-paid and most influential athletes of 2024, with one particularly shocking twist: Italy’s Matteo Berrettini, long thought to be on a gradual career decline due to injuries and inconsistent form, had skyrocketed to a place on the list that no one — not even his most loyal fans — saw coming. And even more unbelievable? He ranked above some of the sport’s biggest names, leaving tennis pundits and fans alike stunned.

This is the story behind that jaw-dropping ranking, the remarkable comeback arc of a player once dismissed as “past his peak,” and the off-court empire that may be reshaping how we define athletic success in the 21st century.

The Context: Berrettini’s Tumultuous Ride to 2024

Matteo Berrettini has always been something of a paradox in tennis circles. Towering at 6’5” with a massive serve and a forehand that devastates opponents, he emerged as Italy’s brightest hope in men’s tennis in the late 2010s.

His 2021 run to the Wimbledon final, where he lost to Novak Djokovic, cemented his reputation as a Grand Slam threat.

But from 2022 to 2023, Berrettini’s journey was plagued by injuries. Abdominal strains, a recurring wrist issue, and a devastating ankle injury kept him out of action for large swathes of seasons.

At one point, his ATP ranking plummeted outside the top 100, prompting many to write him off.

Commentators asked whether he’d ever be relevant again. Fans debated whether he was “mentally done.” Italian media speculated about his future in fashion more than his future in tennis.

And yet, while the world was distracted, Berrettini was silently rebuilding — not just his game, but his brand, business portfolio, and personal identity.

The Forbes Ranking That Shook Tennis

When Forbes’ 2024 “World’s Highest-Paid Tennis Players” and “Most Marketable Athletes Under 30” lists dropped in June, the tennis community was prepared for the usual suspects: Novak Djokovic, Rafael Nadal, Roger Federer (still a commercial force in retirement), Iga Swiatek, Coco Gauff, and Carlos Alcaraz.

But there, sitting stunningly in the Top 10 overall earnings list, and ranked above players like Jannik Sinner, Daniil Medvedev, and even Emma Raducanu, was Matteo Berrettini.

His total earnings were listed at $25 million for 2024 — only $4 million of which came from actual on-court prize money. The remaining $21 million came from endorsements, fashion collaborations, and personal business ventures.

What was even more surprising? He ranked above Stefanos Tsitsipas, Andrey Rublev, Aryna Sabalenka, and Dominic Thiem, all of whom were more active on the court and had higher current ATP or WTA rankings at the time.

It wasn’t just a list placement — it was a statement.

How Did This Happen?

To understand how Berrettini managed this, you have to look beyond the tennis court.

1. The Fashion Icon of Tennis

Berrettini’s collaboration with Hugo Boss began in 2022 but exploded in 2023–2024. Instead of the usual athlete-brand relationship, Berrettini became the face of Hugo Boss’ premium performance and lifestyle wear line, dubbed “BOSS x Berrettini.”

From Milan Fashion Week to exclusive Paris shoots, Berrettini was front and center.

Unlike most athletes whose sponsorships are passive, Matteo helped design pieces, walked runways, and even hosted brand events.

By mid-2024, Hugo Boss reported a 21% increase in sales of its men’s luxury sportswear collection — much of which was attributed to the “Berrettini Effect.”

2. The Netflix Halo

Berrettini’s cameo and later co-starring role in the second season of Netflix’s tennis docuseries Break Point gave fans a behind-the-scenes look at his resilience, injuries, romantic relationships, and humorous off-court personality.

His openness about mental health, heartbreak, recovery, and what it felt like to watch the sport he loved leave him behind struck a chord with global audiences.

He gained over 1.2 million Instagram followers in a span of six months.

Netflix producers credited Berrettini’s episodes with being “among the highest rated in season two” and confirmed a dedicated follow-up episode in the pipeline.

3. Business Investments in Wellness and Tech

Berrettini didn’t just rely on sponsorships. In a move that mirrored Roger Federer’s investment into On Running, Berrettini partnered with Italian tech-wellness startup “Respira+”, a company focusing on breathing enhancement, mental clarity, and post-match recovery.

He took an equity stake and became its global ambassador. After endorsements by Berrettini, Respira+ saw a 320% increase in subscriptions and app downloads, especially in European and South American markets.

He also co-founded a lifestyle venture called “MB9,” focused on tennis-inspired supplements, apparel, and coaching content.

Within weeks of launching, it sold out two months of inventory and signed distribution deals in five countries.

Back on the Court — A Surprising Return to Form

What makes the Forbes ranking even more astonishing is that Berrettini had only played 10 ATP matches in the first half of 2024, yet was still a conversation centerpiece.

After taking extended time off to recover from a nagging foot issue, he returned during the 2024 clay season — most notably at the Italian Open in Rome.

Despite limited preparation, he reached the third round and played a thrilling match against Holger Rune that, while ending in defeat, reminded the world of his power.

At Roland Garros, he won two matches before being forced to retire with a thigh strain.

Even that small glimpse of his game was enough to reignite sponsor interest and fan enthusiasm.

Critics argue that the Forbes ranking should reward on-court results. But fans — and marketers — see it differently.

“He’s become a brand unto himself,” said one industry analyst. “He transcends tennis. He’s the rare athlete whose charisma and vulnerability made people care — even when he wasn’t winning.”

Who Did Berrettini Beat in the Rankings?

Let’s break down some of the key names Berrettini out-ranked in Forbes’ 2024 earnings list:

1. Jannik Sinner

The current ATP No. 2 and 2024 Australian Open champion, Sinner had a phenomenal season. But despite higher prize money, he had fewer global endorsements and less social media traction outside Italy.

2. Stefanos Tsitsipas

Once dubbed the future of tennis, Tsitsipas has faced challenges both on-court and off, with declining form and reduced sponsor interest. Berrettini’s “comeback narrative” captured more public attention.

3. Emma Raducanu

Despite continued media fascination and a strong brand portfolio, Raducanu’s injuries and WTA inconsistency saw her slip in the rankings — especially with several sponsors deferring deals until her full return.

4. Daniil Medvedev

A consistent Top 5 ATP performer, Medvedev’s reserved public persona doesn’t attract lifestyle brands the way Berrettini’s warmth and openness do.

5. Aryna Sabalenka

Despite her on-court dominance, including a second Grand Slam title in 2024, Sabalenka’s endorsement market remains primarily tennis-focused.

Berrettini’s crossover appeal into fashion and entertainment broadened his reach.

The Fan Reactions: Elation and Shock

Social media exploded after the Forbes revelation.

“BERRETTINI OUTEARNING SINNER?? WHAT PLANET IS THIS?” – @TennisDailyBuzz

“Okay I love Jannik but Matteo Berrettini being a fashion icon, mental health advocate, and tech investor while casually playing tennis is kinda goals.” – @WTAStans

“Can we get Berrettini in a Netflix rom-com already?” – @tennischat4u

In Italy, sports newspapers ran dual front-page headlines: one celebrating Sinner’s ATP success, and the other hailing Berrettini as “Il Fenomeno Globale” — the Global Phenomenon.

What This Means for Tennis

Berrettini’s rise in the Forbes ranking underscores a seismic shift in how tennis players are valued — not just by sponsors but by global culture.

Winning tournaments remains crucial, but players who can craft narratives, connect emotionally, and extend their influence beyond the court are now as valuable as perennial title winners.

It’s a lesson younger athletes are taking to heart. Several up-and-comers are following Berrettini’s model — investing in causes, taking acting classes, launching apparel brands.

And Berrettini? He’s not done.

In his own words during a recent panel:

“I want to win titles. I miss the adrenaline. But I’ve also learned that identity isn’t just tied to ranking. I’m more than a number. I’m a story. And that story’s just getting good.”

Looking Ahead: A Renaissance or a Redefinition?

Berrettini has announced plans to return to full-time competition in the North American hardcourt season. Fans are hopeful, and his wild card entry into the US Open is already generating buzz.

If he pairs his renewed physical strength with the off-court momentum he’s built, Berrettini might just become the most unexpected redemption arc tennis has seen in a decade.

More importantly, his story shows that in the modern era of sports, the racquet isn’t the only thing that speaks volumes. Sometimes, authenticity, resilience, and charisma are just as powerful.

And if the Forbes ranking is any indication, Matteo Berrettini is no longer just a player chasing titles.

He’s a brand. A force. A story worth following.