Bjorn Borg’s Enduring Legacy and Contributions to Tennis in 2024

### Bjorn Borg’s Enduring Legacy and Contributions to Tennis in 2024

In 2024, Bjorn Borg continues to leave a significant mark on the world of tennis, decades after his legendary career on the court. Here are some of the most notable updates and contributions from Borg this year:

#### 1. **Presenting the French Open Trophy**
Bjorn Borg had the honor of presenting the French Open trophy at Roland Garros this year. The final, contested between Alexander Zverev and Carlos Alcaraz, saw Borg handing over the prestigious Musketeers Cup, symbolizing his lasting influence and connection to the sport he once dominated【51†source】.

#### 2. **Promoting Fila’s Legacy**
Borg remains a key figure in promoting Fila, the iconic brand that he helped popularize during his playing days. Celebrating 50 years since Fila’s transformation of tennis fashion, Borg participated in events and interviews, emphasizing the brand’s timeless appeal and his personal connection through both his and his son Leo’s endorsement of Fila products【52†source】.

#### 3. **Supporting His Son Leo Borg’s Career**
Bjorn Borg is not just a retired tennis legend but also a supportive father to his son Leo Borg, who is making strides in professional tennis. Leo recently faced Rafael Nadal at the Nordea Open in Bastad, a match that brought significant attention due to the legacy of both families. Nadal praised Leo’s performance and potential, showcasing the promising future ahead for Borg’s son【46†source】【47†source】.

#### 4. **Financial Recovery and Business Success**
Despite past financial setbacks that saw him auctioning off many of his trophies and assets, Bjorn Borg has successfully rebuilt his wealth. His business ventures, particularly in the fashion industry with his underwear brand, have flourished, contributing to an estimated net worth of $40 million in 2024【53†source】.

#### 5. **Lifetime Achievements and Honors**
Bjorn Borg’s accolades continue to be celebrated globally. From his numerous Grand Slam victories to being named Sweden’s greatest athlete of all time by the newspaper Dagens Nyheter, Borg’s legacy is well-secured. His induction into the Tennis Hall of Fame and various awards, including a Lifetime Achievement Award from the BBC, underline his lasting impact on the sport【50†source】【53†source】.

Bjorn Borg’s influence in tennis, both on and off the court, remains profound. As he continues to support new generations, promote iconic brands, and participate in tennis events, his legacy is a testament to his extraordinary career and enduring dedication to the sport.