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Frances Tiafoe announced as new global brand ambassador for Evian

Tiafoe joins Maria Sharapova, Emma Raducanu and Stan Wawrinka as tennis stars to work with the company.

ByBaseline Staff

Published Jan 12, 2024

Drink up! Frances Tiafoe is celebrating a new brand partnership in his portfolio on the eve of the 2024 Australian Open. Announced Thursday, the American is one of the new faces of Evian water as its newest global ambassador.

Tiafoe joins Grand Slam champions Maria Sharapova, Emma Raducanu and Stan Wawrinka among the tennis stars who've work with the company over the years. Evian has also been the official water of Wimbledon since 2008, and a sponsor of the US Open for more than 30 years.

In a statement, Tiafoe said that "joining evian's line-up of global tennis icons as an ambassador is an incredible honor."

"Hydration is fundamental to my daily routine as an athlete, and teaming up with evian is a natural fit," Tiafoe continued. "Success begins with a commitment to a holistic, healthy lifestyle. This year, I'm making it a goal of mine to embrace that mindset, and inspire others to join me on this journey to live young, no matter what their age is."

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The brand's celebration of a youthful mind and body is in line with some of Tiafoe's core values. Last year, the 2022 US Open semifinalist partnered with the USTA Foundation to launch a scholarship fund for under-resourced youth, to help them excel in their athletic and educational pursuits.

"Frances embodies the essence of Live Young with his upbeat and spirited nature. Witnessing his contagious energy and remarkable on-court achievements over the last year has been truly inspiring, and we are thrilled to be starting the new year by welcoming him to our family of evian ambassadors," Dawid Borowiec, Global Director at evian, said. "We can't wait to work together to continue our heritage of supporting both emerging and existing tennis talents while highlighting the importance of hydration."

Seeded No. 17 at the year's first Grand Slam, Tiafoe opens his Australian Open campaign against former world No. 12 Borna Coric. And he'll no doubt make sure he's properly hydrated for that one: In his only other meeting with Croatian six years ago, Tiafoe lost a five-set marathon at Davis Cup.