Terence Atmane has captured tennis fans’ attention with his remarkable Cincinnati Open run, stunning audiences with back-to-back upsets that nobody saw coming. But behind the fairytale story lies a grittier reality: the French qualifier has been competing without sponsorship deals, buying his own gear, and grinding through financial uncertainty.
Now, as he prepares to face Jannik Sinner in the semifinals, his breakthrough run represents far more than just winning matches.
How Did Terence Atmane Reach His First Masters 1000 Semifinal?
Nobody would have predicted the French qualifier could make such a deep run in Cincinnati against this level of competition. The southpaw has systematically taken out three seeded players, including two from the Top 10 in Taylor Fritz and Holger Rune, to reach the semifinals of the Masters 1000 event, where defending champion Jannik Sinner awaits.
The 3-6, 7-5, 6-3 triumph over Fritz proved transformative for Atmane. That victory catapulted him from No. 136 to No. 93 in the live rankings and secured his first appearance inside the Top 100. His momentum only grew stronger with the upset of Rune, as the 23-year-old soared 67 places to No. 69, positioning himself for a career-best ranking.
Atmane d. Holger Rune 6-2 6-3 in Cincinnati
Unbelievable.
World #136 & qualifier Terence reaches his first ATP SF… and it’s a big one.
23 years old… this guy has SERIOUS talent.
1st Masters SF
Back to back top 10 wins
A special story.
pic.twitter.com/qoVjytJklo
— The Tennis Letter (@TheTennisLetter) August 15, 2025
While Atmane’s rise is grabbing headlines worldwide, the struggles behind his success tell a different story. The 23-year-old lost his sponsorship with Japanese sportswear giant Asics during last year’s Shanghai Masters after stepping on court against Fritz wearing Nike trainers instead of his contracted gear.
Following that setback, Atmane shared a revealing message on his Instagram story that hinted at his mindset during this difficult period. The excerpt read: “Hope you saw and enjoyed how much I improved mentally after this week cause this is just the beginning of a new me. Thanks to the wonderful people with who I had the chance to work with, you guys will always have a special place inside of my heart. Love you all, peace, Terence.”
The beginning of a new Me: Announcing getting “fired”from Asics (uses photo carrying Nike shoes)
byu/Available-Gap8489 intennis
The financial strain became overwhelming after losing that major sponsorship deal. In a recent interview with L’Équipe, Atmane revealed the harsh reality of competing without corporate backing. Since Asics dropped him, he has had no sponsors and has been forced to handle all expenses independently.
“Apart from Tecnifibre for rackets, I don’t have any sponsors since I got fired by Asics. I buy my clothes and shoes like everyone else. I don’t have an agent, I do my own thing in my corner,” he said.
What Does Breaking Into the Top 100 Mean for Atmane’s Future?
Though Atmane has endured significant financial challenges, his breakthrough into the Top 100 at Cincinnati represents a turning point. He believes that reaching this milestone ensures financial stability, unlike the costly grind of Challenger tournaments where players often lose money.
“Being in the TOP 100 means fewer qualifications. It also validates a certain financial stability that will allow me to invest in my coaches. I will also be able to put money aside, because when you play in Challengers, you lose a lot of money,” he explained in the L’Équipe interview.
For Atmane, continued progress remains essential as he recognizes the need to keep improving against the tougher competition that awaits him on tour. His mindset shows the determination that has carried him this far.
“I’ll have to be smart and keep working, show what I’m capable of on the big Tour and not just in Challengers. Now I have to keep climbing and it will be a great challenge. I’m not setting myself any limits,” he added.
With his semifinal appearance secured, Atmane will receive $332,160 in prize money, a sum that exceeds the $310,376 he earned throughout the entire season before Cincinnati. Next up is World No. 1 Jannik Sinner, who arrives in sublime form and determined to defend his title. However, Sinner will be wise not to underestimate Atmane’s incredible Cincinnati run, which has already proven that rankings don’t tell the whole story.
