Leylah Fernandez's new LEGO partnership just makes sense

There are some partnerships in tennis that just make sense.

Take Roger Federer and Rolex, for example, two of the classiest Swiss names whose long-term relationship has defined men’s style.

Then there's Agnieszka Radwanska and The Cheesecake Factory, a culinary love story that transcended global borders and tennis diets.

Now, there’s Leylah Fernandez and LEGO, as the Canadian has combined her love for colorful building blocks and her busy travel schedule into a brand new lucrative sponsorship.

“Tennis has given me so many opportunities, but my favorite has been able to travel the world,” Fernandez said in a sponsored post on Instagram. “I visit beautiful cities like New York and Paris! However, sometimes, I don’t get the time to enjoy my surroundings.

“I’ve spent my off days building and exploring places with LEGO sets. It gives me the magic of imagination and creativity while taking me on captivating adventures around the world.

“Just call me a travel influencer now!”

LEGO is just the latest global company to partner with the Canadian, who saw her stock rise after reaching the 2021 US Open final. Despite never breaking into the WTA’s Top 10—she peaked at world No. 13 last year—or winning a title bigger than a WTA 250, brands have been flocking to Fernandez as they bet big that the 21-year-old’s slow and steady progress will continue trending upward.

“Every brick is an opportunity to explore a universe of endless possibilities,” Fernandez added in another LEGO-themed post. “Dream big, build creatively, and learn to conquer obstacles.

“Just as I’ve grown from an aspiring athlete to a determined competitor, young girls can evolve from dreamers to builders, armed with the power of imagination and the limitless potential of LEGO sets.”

Fernandez is indeed determined to keep building on that 2021 success—both on and off the tennis court.

Represented by GSE Worldwide, Fernandez unveiled eight new sponsorships in 2022 alone, including blue chip names like Lululemon, Gatorade, Morgan Stanley and Google. And, staying true to her fun and quirky personality, a few more off-beat names like Subway, RITZ Crackers, Avocados From Mexico and now LEGO have also featured in recent collaborations.

As a result, Fernandez landed at No. 17 on last year’s *Forbes* list of the world’s highest paid female athletes—her on-court earnings totaled about $1 million, while her off-court earnings (including endorsements) were estimated to be around $6 million.

“While tennis is my main 9-5 and focus. Behind the scenes, I’m also a college student and working to develop businesses,” she previously shared on Instagram. “Every (day) is a new opportunity to learn and grow.”

World No. 35 Fernandez will start her 2024 season in Sydney, where she will partner with Felix Auger Aliassime at the revamped United Cup.