Athletes can make a lot of money when they win an event. But they can make even more — much more — when they secure a sponsorship. In first place on Forbes’s 2020 list of the highest-paid athletes is the tennis star Roger Federer, who made $106.3 million that year — only $6.3 million from salary and winnings and $100 million from endorsements.
For that money (generally much less than what Mr. Federer received), athletes are paid to promote everything from pasta to Champagne, cars to countries and, yes, watches.
“There are a few types of partnerships in the world of watches and sports,” wrote Josh Shanks, editor in chief of the watch website Watchonista.