Emma Raducanu ends partnership with Nike, set to join Uniqlo
Emma Raducanu has ended her association with Nike and is set to sign with Japanese retail giant Uniqlo, becoming her new apparel sponsor, reports BritPanorama.
The 2021 US Open champion, currently ranked 25th in the world, is anticipated to be formally unveiled at the Indian Wells tournament next week.
Uniqlo fuelled speculation on Monday by publishing a teaser image showing an unidentified female tennis player alongside the message: “We’re proud to welcome a new face.”
While Raducanu’s representatives have declined to comment, the switch to Uniqlo has been widely expected within tennis circles since late last year, according to The Telegraph.
By signing with Uniqlo, Raducanu will join a select group of tennis players backed by the brand. Uniqlo has historically maintained a deliberately small roster of sponsored athletes on professional tours, currently including tennis legends Roger Federer and Novak Djokovic, alongside former Japanese number one Kei Nishikori.
This move underscores Raducanu’s marketability, despite her fluctuating on-court results since her breakthrough major triumph. Her departure from Nike aligns with a broader shift in the sportswear giant’s sponsorship strategy, which has involved scaling back financial incentives for athletes outside the upper tier, focusing resources on those challenging for the world number one position.
Even as she parts ways with Nike, Raducanu remains a coveted name among brands. Since her stunning 2021 US Open victory, she has secured partnerships with high-profile companies such as Evian, British Airways, Dior, and Tiffany & Co., although her arrangement with Vodafone concluded last year.
Raducanu is not alone in her departure from Nike; other notable names, including Frances Tiafoe and Italy’s Lorenzo Musetti, are also expected to leave the brand.
With an Instagram following of 2.9 million, Raducanu offers significant reach to commercial partners. She first partnered with Nike as a promising teenager, three years before her historic major championship win at just 18 years old. Her current ranking of 25 represents her best position since her US Open points expired.
The latest development in Raducanu’s career ultimately reflects the ongoing evolution of sports sponsorship in the wake of shifting market dynamics, illustrating how alliances can change as athletes navigate their careers.
