Jannik Sinner lent his shadow.
Jannik Sinner lends his shadow for an advertising campaign. La Roche-Posay, Official Skincare Sponsor of the BNL Internationals of Italy, has launched a global campaign on the importance of sun protection called “Shadow Sponsor,” starring the world’s number one, or rather his shadow.
The initiative takes its cue from the fact that the shadow is an intrinsic UV indicator: the shorter and sharper it is, the stronger the exposure to sunlight.
It is a different way to get the message across by introducing what the La Roche-Posay brand calls “a new mental shortcut”: when you see your shadow, protect yourself.
The video posted on Youtube shows Jannik Sinner’s shadow in action on the court. “More than just a campaign, ‘Shadow Sponsor’ is an innovative global platform designed for media amplification. Sponsors spend millions to be seen. La Roche-Posay has invested time and energy to protect itself from what cannot be seen, namely UV radiation,” are the words of Alexandra Reni Catherine, Global General Manager of La Roche-Posay.
The South Tyrolean champion arrives at the Internazionali BNL d’Italia as the absolute ruler of the ATP circuit, on the strength of five consecutive Masters 1000s won between 2025 and 2026 – Paris, Indian Wells, Miami, Monte Carlo and Madrid – a streak that is unprecedented in the history of tennis. In Rome, on the red of the Foro Italico, the Italian now has in his sights the sixth consecutive title in this category, as well as the record for consecutive Masters 1000 victories held by Novak Djokovic, who is stuck at 31: Sinner is currently at 28, and four would be enough to rewrite history.
Further fueling the excitement around his presence in the capital is also girlfriend Laila Hasanovic, the stunning Danish model who arrived in Rome alongside the world number one and is expected in the stands of the Foro Italico to follow his matches. A figure now familiar to the general tennis public, who Sinner’s fans consider a genuine good luck charm for the champion.
