“He won’t retire from life”: Inside Roger Federer’s $300M Uniqlo deal and the ‘billionaire’ twist behind his fortune

Roger Federer’s biggest financial wins did not come from tennis tournaments. The 20-time Grand Slam champion earned nearly $131 million in ATP prize money during his career, but his wealth grew much faster through major brand deals and investments. His 2018 move from Nike to Uniqlo gave him a reported $300 million deal over 10 years, while his 2019 investment in Swiss sportswear company On became even more valuable. Forbes estimated Federer’s fortune at $1.1 billion in March 2026, but a sharp fall in On shares later pushed it below $1 billion.Roger Federer’s $300 million Uniqlo deal after leaving NikeFederer’s first major move came in 2018, when he ended his long relationship with Nike and joined Uniqlo. The reported deal was worth $300 million over 10 years, or about $30 million a year. More importantly, it was not tied to how long Federer would continue playing tennis.That mattered because Federer was already 36 when he signed the deal. Uniqlo was buying into his wider appeal, not just his results on the court. The thinking behind the partnership was summed up by a senior Uniqlo creative executive, who said: “Roger will retire from tennis, but he won’t retire from life.”Federer later explained the idea himself in a Uniqlo interview: “I might retire from tennis at some point, but not from life. UNIQLO understands that about me. After all, it’s more than just a clothing company. It’s a lifestyle. That’s what makes it LifeWear.”The deal also left Federer free to find a separate footwear partner because Uniqlo does not make tennis shoes. That opened the door to the investment that changed the value of his business portfolio.Roger Federer turned his On investment into a major fortuneIn 2019, Federer became an investor and co-entrepreneur with Swiss sportswear company On. He reportedly put about $50 million into the company for an estimated 3% stake. The exact terms were not publicly disclosed by On, but the reported investment has become one of the most valuable deals made by an athlete.Federer was not simply paid to wear the shoes. He worked with On on products, including The Roger line, giving him a role in the business as well as a stake in it.On went public on the New York Stock Exchange in 2021 at a valuation of about $11 billion. Federer’s stake was then worth hundreds of millions of dollars. In 2026, recent estimates put the value of his On holding at around $310 million after a major fall in the company’s share price.That fall also shows why Federer’s net worth can change quickly. Forbes reported in August 2026 that his fortune dropped to about $952.4 million after On shares plunged following weaker-than-expected results. So while Federer reached billionaire status in recent estimates, his wealth is closely tied to the value of his On stake.Roger Federer’s foundation has put millions into educationFederer has also directed a large part of his money and time toward education. He started the Roger Federer Foundation with his parents in 2003, when he was 22. The foundation focuses mainly on early and basic education in Southern Africa and Switzerland.By the end of 2024, the foundation said it had spent 95 million Swiss francs and helped improve the quality of education at 17,531 educational institutions. More than 3.1 million children had benefited from its work.The work is closely linked to Federer’s focus on giving young children a stronger start in school. During his work with the foundation, he said: “Early education is the foundation of learning.”That makes his post-tennis story different from a simple list of endorsement deals. Federer earned most of his playing income on the court, but his biggest financial gains came from choosing long-term partnerships and ownership. At the same time, his foundation has put tens of millions into education, giving another side to the wealth he built after becoming one of tennis’ biggest stars.Get the latest Sports News and Live updates. Download the TOI app.