Getty Images
British tennis star Emma Raducanu has left Nike to become the newest global ambassador for Uniqlo.
Key details:
- Radacanu will wear Uniqlo kit on court, starting with next month’s Indian Wells Masters 1000 tournament
- Tennis star will promote the Japanese brand’s LifeWear apparel off the court and collaborate on the brand’s community programmes
- Podcaster Craig Shapiro reports the deal with Uniqlo is worth US$3.5 million each year, with additional performance bonuses
Context:
Raducanu becomes the latest tennis star to sign with Uniqlo and follows in the footsteps of Roger Federer, who made the same move in 2018. The Japanese brand also sponsors men’s wheelchair tennis stars Gordon Reid and Shingo Kunieda, as well as Japanese ace Kei Nishikori. Novak Djokovic has previously been sponsored by Uniqlo.
The 2021 US Open winner first signed with Nike as a 15-year-old, three years prior to her maiden Grand Slam victory. Since then, her endorsement portfolio has grown considerably, with the likes of Evian, British Airways and Dior among those to sponsor her. However, Vodafone reportedly ended its partnership with the 23-year-old last year, with the deal annually worth UK£3 million (US$4.05 million).
Raducanu becomes the latest departure from Nike, which has lost several tennis players over recent years. Fellow British ace Jack Draper, Frances Tiafoe and Taylor Fritz are among those to have moved on from the Oregon-based sportswear giant, which still boasts an impressive roster that includes Jannik Sinner, Carlos Alcaraz and Aryna Sabalenka.
Comment:
“I am very pleased to join Uniqlo and to work closely with its amazing team of global brand ambassadors,” said Radacanu. “Uniqlo and I share many values and perspectives on life, culture, and society. I am excited to promote LifeWear through my tennis career, and to working with everybody at Uniqlo to inspire and engage young people everywhere.”
Sponsorship remains the most powerful commercial force in sport, yet as investments soar, the ROI gap widens. This April, SportsPro London will deliver frameworks for proving impact beyond logo placement. Learn more here.