Payhawk signs tennis star Alexander Vasilev as Global Brand Ambassador

This article first appeared as a Press release.

The news

• Payhawk has signed rising Bulgarian tennis player Alexander Vasilev, 19, as a global brand ambassador, days after he claimed his first professional singles title at the ITF M25 in Kursumlijska Banja, Serbia.
• Vasilev joins Grigor Dimitrov as a Payhawk ambassador. As a junior, he was a 2025 US Open runner-up, a Wimbledon semifinalist, and a Roland Garros quarterfinalist, peaking at No. 2 in the ITF junior world rankings.
• The partnership reflects how Payhawk backs early talent. CEO Hristo Borisov points to the company's own start, more than 60 investor rejections before reaching unicorn status, as the reason it believes in supporting people early in their journey.

Payhawk, the AI-native spend management platform, has signed Bulgarian tennis player Alexander Vasilev as a global brand ambassador. The announcement comes days after Vasilev won his first professional singles title at the ITF M25 tournament in Kursumlijska Banja, Serbia.

Vasilev, 19, had a strong junior career: he was runner-up at the 2025 US Open, a semifinalist at Wimbledon and a quarterfinalist at Roland Garros, and he reached No. 2 in the ITF junior world rankings. The win in Serbia was his first title on the professional tour.

Through its global ambassador program, Payhawk backs high-performing athletes who reflect its own highly competitive culture. The company often describes itself as a sports team: focused, demanding, and built around people who want to win.

Hristo Borisov, CEO and Co‑founder of Payhawk:

Alexander is one of the most promising young players to come out of Bulgaria. He’s talented, dedicated, humble, but extremely competitive - traits that perfectly reflect our values at Payhawk. We know how crucial support is at the start of any journey; our own story began with over 60 investor rejections before we became a unicorn. That experience shaped our belief in nurturing young talent early. We’re proud to stand beside Alexander as he moves toward his greatest victories and inspires the next generation to reach for more.

Alexander Vasilev, the 19-year-old Bulgarian, fresh off his first professional singles title, joins Grigor Dimitrov as a Payhawk ambassador and says:

Joining Payhawk means a lot, especially right now. Winning my first professional title gave me real confidence, and working with a company that built something global out of Bulgaria pushes me to keep going. We think the same way about hard work and what it takes to get to the top.

A shared belief in growth and persistence.

Supporting emerging talent like Alexander is a natural extension of how Payhawk builds: through mentorship, ownership and trust. The parallels are clear: from a startup founded in Sofia to a global fintech unicorn, and from a promising junior to an international professional, both journeys run on optimism, hard work and belief.