Raducanu Lands Major Uniqlo Deal, Shifting From Nike
Emma Raducanu, the British tennis sensation who captivated the world with her historic US Open victory, has inked a significant sponsorship agreement with Japanese apparel giant Uniqlo. This move marks the end of her long-standing partnership with sportswear behemoth Nike, a relationship that began when Raducanu was just 15 years old.
The transition to Uniqlo is seen as a pivotal moment in Raducanu’s burgeoning commercial career. While her on-court performances since her 2021 Grand Slam triumph have been somewhat inconsistent, hampered by injuries and a revolving door of coaching staff, her global appeal and marketability have remained remarkably strong.
Sources suggest the deal with Uniqlo is substantial, reportedly valued at approximately £2.6 million (around $3.5 million), with additional performance-based bonuses. Although Uniqlo has yet to officially confirm the financial specifics, the company had previously hinted at the announcement with a cryptic social media post featuring a female tennis player and the caption, “We’re proud to welcome a new face.”
In a brief statement, Uniqlo officially welcomed Raducanu, identifying her as their “newest Global Brand Ambassador and Britain’s top-ranked female tennis player.” The brand highlighted Raducanu’s alignment with Uniqlo’s “LifeWear philosophy,” which emphasizes the pursuit of excellence, societal contribution, and empowering future generations.
This partnership is particularly noteworthy as Raducanu becomes the first female tennis player to be sponsored by Uniqlo. The brand has a well-established history of collaborating with some of the biggest names in men’s tennis, including icons like Roger Federer and Novak Djokovic, as well as Japan’s own Kei Nishikori. Federer, for instance, secured a decade-long deal worth an estimated £226 million with Uniqlo back in 2018. Beyond tennis, Uniqlo’s roster of global ambassadors includes accomplished athletes from various disciplines, such as golfer Adam Scott, Japanese snowboarder Ayumu Hirano, and wheelchair tennis stars Gordon Reid and Shingo Kunieda.
A key aspect of Raducanu’s new agreement is her expected active involvement in the design process of her own tennis attire. This collaborative approach is viewed as a significant win for both the player and the brand, promising a unique and personalized collection. It is also anticipated that Raducanu will participate in global promotional events, a common practice for Uniqlo’s brand ambassadors, further cementing her role within the company.
The sponsorship deal is effective immediately, with Raducanu slated to debut her new Uniqlo kit at the upcoming Indian Wells tournament. Her departure from Nike, after an eight-year association, comes at a time when the American sportswear giant is reportedly implementing financial cutbacks within its sports sponsorships, shifting its focus towards a select group of top-tier athletes such as Carlos Alcaraz, Jannik Sinner, and Aryna Sabalenka.
Following her extraordinary breakthrough at the 2021 US Open, where she became the first qualifier to win a Grand Slam title, Raducanu has secured lucrative endorsements with a range of high-profile companies, including Dior, Evian, HSBC, Porsche, and Vodafone. Her previous partnership with Vodafone, reportedly worth around £3 million annually, concluded last year. While her prize money earnings in 2025 were just over £1 million, company filings indicate that her income from commercial ventures significantly surpassed this figure, reaching approximately four times that amount.
Looking ahead to Indian Wells, Raducanu will be without a permanent coach. She recently concluded her coaching relationship with Francisco Roig, who had previously worked with renowned players like Rafael Nadal and Matteo Berrettini. Roig was the ninth coach to have worked with Raducanu in her career. Since parting ways with Roig, she has been training with her hitting partner, Alexis Canter, a former British professional player.
Despite recent challenges, including a significant defeat in the Transylvania Open final due to illness and early exits at the Qatar Open and Dubai Tennis Championships, Raducanu’s commercial appeal remains undimmed. Her new partnership with Uniqlo signifies a fresh chapter and a continued commitment to her global brand presence.
