Despite her loss in the Australian Open final to Madison Keys, Aryna Sabalenka retained her popularity among the Melbourne crowd. Known for her engaging persona and aggressive playing style, Sabalenka recently switched representation from IMG to Evolve, a smaller agency co-founded by Naomi Osaka, due to dissatisfaction with her previous marketing efforts. She expressed the need for better support in building her brand, indicating her desire for a more personalized approach in her sponsorship and public relations.
I was looking to build my brand, wanted a little bit more than IMG was doing for me. I wasn't happy with the service.
Max Eisenbud, IMG's head of tennis clients, said in a statement to The Athletic: We mutually parted ways with Sabalenka after a successful four-year partnership and are proud of what we accomplished together.
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