In a significant shift within the sports endorsement landscape, Emma Raducanu has officially concluded her eight-year association with global sportswear giant Nike. The 23-year-old British tennis sensation, who famously captured the 2021 US Open title, has now inked a lucrative multi-million pound partnership with Japanese casualwear brand Uniqlo.
A Major Financial Upgrade
This new agreement represents a substantial financial advancement for Raducanu. Reports indicate the Uniqlo deal is valued at approximately £2.6 million, a dramatic increase from her previous Nike contract, which was reportedly worth around £100,000 annually. The announcement positions Raducanu as the first female tennis player to join Uniqlo's prestigious athletic roster.
Joining Tennis Royalty
By aligning with Uniqlo, Raducanu follows in the footsteps of tennis legends who have previously partnered with the brand. The most notable example is Roger Federer, whose landmark 10-year deal with Uniqlo was valued at an astonishing £226 million. Other prominent tennis figures on Uniqlo's roster have included Novak Djokovic and Japanese star Kei Nishikori.
Raducanu is scheduled to debut her new Uniqlo kit at the upcoming Indian Wells tournament, with the brand having teased her official announcement earlier this week. This move comes during a period of transition for the young athlete, who has faced challenges maintaining consistent momentum on the court due to injuries and frequent coaching changes since her historic US Open victory.
Brand Ambassador Role
Uniqlo has formally introduced Raducanu as their newest global brand ambassador, recognizing her as Britain's top-ranked female tennis player. In an official statement, the company emphasized that "Emma will champion Uniqlo's Lifewear philosophy, which is committed to pursuing excellence, making meaningful contributions to society, and empowering the next generation."
Sponsorship Portfolio Evolution
Raducanu's commercial appeal skyrocketed following her unexpected US Open triumph at Flushing Meadows. Her victory attracted an impressive array of endorsement deals with premium brands including Wilson, Tiffany & Co, Dior, British Airways, and Porsche. However, the sponsorship landscape has seen some changes, with reports in 2025 suggesting that major backer Vodafone, which had a rumoured annual commitment of £3 million, ended their partnership with the athlete.
It's worth noting that Raducanu is not the first British tennis player to represent Uniqlo. Wheelchair tennis champion Gordon Reid has been wearing the brand's logo for some time, demonstrating Uniqlo's commitment to diverse tennis talent.
Current Season Performance
On the court, Raducanu has played twelve matches so far this season, achieving a balanced record of six wins and six losses. As she prepares to compete in Uniqlo attire for the first time, attention will focus on whether this new partnership coincides with improved competitive results.
Nike's Tennis Roster Adjustments
Meanwhile, Nike continues to maintain a formidable presence in tennis sponsorship, with current major athletes including Carlos Alcaraz, Jannik Sinner, and Aryna Sabalenka. Raducanu's departure represents a notable loss for the "Just Do It" brand, which had supported her career since her early professional development.
This sponsorship shift underscores the dynamic nature of athlete-brand relationships in professional sports, where performance, marketability, and philosophical alignment increasingly influence multi-million pound decisions.
