? Tennis legend Roger Federer is the newest member of the billionaires club, with a $1.3 billion net worth. However, despite winning 20 Grand Slams, his prize earnings make up just a fraction of his wealth. Federer’s longtime brand deals with Rolex and Mercedes-Benz—as well as newfound partnerships with Uniqlo and investment in Swiss shoe company On—have made his bank account skyrocket.

Roger Federer is most known for being one of the most decorated players in men’s tennis history—having won 20 Grand Slam titles—but you can now also call him a billionaire.

The Swiss tennis star has amassed an estimated net worth of about $1.3 billion, according to Bloomberg’s Billionaire Index. That includes $130.6 million in prize money over his 24 years on the court, during which he won at Wimbledon eight times and the U.S. Open five.

But it’s Federer’s deals off the court that have led to a far greater increase in wealth for the now 43-year-old. Partnerships with luxury deals have garnered millions throughout his career, including a reported $8 million annual income from Rolex, $5 million annually from Mercedes-Benz, and $20 million total from Lindt.

But Federer’s 2018 decision to part ways with Nike (which he had worked with since he was 13 years old) as his clothing and shoe partner has proved to be among the most lucrative. Soon after, he landed a $300 million partnership with Japanese clothing brand Uniqlo, paid out over 10 years.

Federer also made a bold bet on Swiss shoe company On in 2019 by buying a 3% stake after finding his wife and friends obsessed with them. The company has since exploded in popularity in the U.S., and according to Bloomberg, On is now worth about $17 billion, meaning Federer’s stake is at least $500 million.

And while Federer’s name has historically been synonymous with tennis greatness, in a commencement address to graduates at Dartmouth College last year, he encouraged Gen Z to look beyond their bubbles and seek out a fulfilling life.

“All of you have so much to give, and I hope you will find your own unique ways to make a difference, because life really is much bigger than the court,” Federer said to graduates in 2024.

Fortune reached out to Federer’s foundation for comment.

A growing pipeline from the locker room to the millionaire club

Federer is not the first to leverage his popularity as a professional athlete and make billions in the process: he’s joining the ranks of Tiger Woods, LeBron James, and Michael Jordan to have ten figures to their name.

And while each has made millions from their time playing in their sport, social media has made it easier than ever for the athletes to spotlight brands and cash in. Just in the last week, James partnered with Amazon in an Instagram post that garnered nearly 250,000 likes.

Moving forward, it’s likely that more and more athletes will become part of the ultra-rich, in part because they can land brand deals earlier in their careers thanks to name, image, and likeness (NIL) rule changes for student-athletes. In fact, it’s now possible for young athletes to hit millionaire status while still being a teenager, and according to sports media company On3, dozens of college athletes now have multi-million-dollar NIL deals.

At the same time, some believe the changes to college athletics have made the process too focused on making money, rather than enjoying the game. Players have opted to transfer schools multiple times to secure the best deal—which is a problem, says multimillionaire Shaquille O’Neal.

“If I write you a check for a million dollars, you can’t stay for 300 days,” Shaq said on his podcast last month. “You gotta at least give me two years.”