Tennis Star Frances Tiafoe Signs as UKG Brand Ambassador

LOWELL, Mass. & WESTON, Fla.--(BUSINESS WIRE)--UKG, a leading provider of HR, payroll and workforce management solutions, proudly welcomes tennis champion Frances Tiafoe as its newest brand ambassador.

A three-time titleholder on the Association of Tennis Professionals (ATP) Tour and a key member of Team USA in Davis Cup, the right-handed Tiafoe (Facebook, Instagram, X), 26, turned pro in 2015 and owns a career-high world ranking of 10^th. The 2020 winner of the Arthur Ashe Humanitarian award, Tiafoe is known as both a fierce competitor and an advocate for diversity in sports, and he actively supports charitable initiatives to inspire younger generations through the work of his foundation, the Frances Tiafoe Fund.

Tiafoe debuted the UKG logo on his left sleeve this past weekend at the 2025 Australian Open, the first major championship of the ATP season. Tiafoe prevailed in his first-round matchup against France’s Arthur Rinderknech in five sets, and will face off against Hungary’s Fabian Marozsan today at 11 p.m. Eastern Standard Time / 3 p.m. Australian Eastern Daylight Time.

"There are so many synergies between UKG’s business mission, their commitment to community, and what fuels me every day,” shared Tiafoe. “Their passion for people and creating great work experiences for all is a major reason why I couldn’t be more excited to be a part of their team.”

Tiafoe joins the team of UKG Ambassadors that includes PGA TOUR golfers Sahith Theegala and Will Zalatoris, LPGA golfer Meghan Khang, and Paralympic gold-medalist Dan Cnossen.

"In perfect alignment with our own UKG values, Frances embodies the enduring characteristics of a champion with dedication, resilience, and passion that makes a positive impact both on and off the court,” said Sarah Hodges, who joined as chief marketing officer of UKG earlier this month. “Big Foe is the perfect fit for the UKG family, and we are excited to support his inspiring journey that continues to capture the hearts of fans around the world.”

Supporting Resources

• Learn more about UKG and why our purpose is people.
• Follow UKG on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube.
• Follow Frances Tiafoe on Facebook, Instagram, and X.

About UKG

At UKG, our purpose is people. We are on a mission to inspire every organization to become a great place to work through HCM technology built for all. More than 80,000 organizations across all sizes, industries, and geographies trust UKG HR, payroll, workforce management, and culture cloud solutions to drive great workplace experiences and make better, more confident people and business decisions. With the world’s largest collection of people data, work data, and culture data combined with rich experience using artificial intelligence in the service of people, we connect culture insights with business outcomes to show what’s possible when organizations invest in their people. To learn more, visit ukg.com.

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