ATP Tour
Full firepower and kicking skills! Mascot helps Sheldon’s company Nitto ATP finals
Nitto mascot program enters ninth year
November 14, 2025
FITP
Nitto mascot Gioele walks the pitch in Turin with Ben Shelton on Sunday.
Written by ATP Staff
With his all-around game and on-court charisma, Ben Shelton has become a fan favorite around the world on the ATP Tour. However, earlier this week at the Nitto ATP Finals, it was his turn to step back and admire the brilliant footwork of others on the court.
When Shelton made his debut in the prestigious season finale against Alexander Zverev on Sunday, he held the hand of 7-year-old Gioele, one of this year’s participants in Nitto’s mascot program. The two walked across the court in front of a sold-out crowd at Inalpi Arena before reaching Shelton’s chair, at which point Gioele immediately performed a series of dance moves somewhat reminiscent of players warming up for a game.
“I think whoever he walks out with, he’s going to do those dance moves,” Shelton smiled when asked about the walk-on. “It’s cool. I love being able to inspire the next generation. The young kids you can influence are the fans that I really love to see get excited about tennis.”
WATCH: Shelton’s fun moment with Nitto mascot Gioele in Turin:
As in previous years, mascots such as Gioele will escort players onto the court during every singles match at the 2025 Nitto ATP Finals. The children are from Casa UGI, a Turin-based volunteer organization dedicated to supporting children and their families, doctors, nurses and volunteers battling cancer. The children who participated either had the disease or had a family member with the disease.
As an elite athlete, Shelton recognizes the importance of motivating kids, whether it’s his performance on the court or the way he interacts with kids without a racket. The 23-year-old sees the fun moments he spent with Gioele as a prime example of the positive experience sport can give young fans.
“It’s cool to see the fan base of our sport getting younger and younger,” Shelton said. “Of course, it was a very special moment. Any time I interact with kids who are excited about a game or practice, it makes me happy no matter where I am.”
Professor Enrico Pira, President of the UGI – Unione Genitori Italiani contro il tubee dei bambini ODV said: “Thanks to Nitto again this year, our children have gained a priceless experience – moments of relaxation and joy that lift their spirits, rejuvenate them and remind them that even in the most difficult moments, hope can shine.”
