Emma Raducanu signs sponsorship deal with Uniqlo
Emma Raducanu has secured a lucrative multi-million-pound sponsorship agreement with Japanese fashion giant Uniqlo, bringing an end to her eight-year association with Nike, reports BritPanorama.
The 2021 US Open champion’s move parallels Roger Federer’s switch from Nike to Uniqlo in 2018. Raducanu, who was just 15 when she first signed with Nike, achieved significant acclaim when she won the US Open as an 18-year-old qualifier, marking a notable chapter in her young career.
The deal is set to take effect immediately, positioning the British number one among an elite group of tennis stars associated with Uniqlo. The retailer hinted at the partnership in a social media post featuring a female player in a blue dress, adorned with Uniqlo’s distinctive red square logo.
Raducanu joins a prestigious roster of tennis ambassadors for Uniqlo, including Federer, who famously unveiled his deal by wearing the brand at Wimbledon in 2018. Other notable athletes have been associated with Uniqlo, such as former world number one Novak Djokovic and Japanese player Kei Nishikori, who remains a long-term global ambassador.
The 23-year-old is poised to showcase her new Uniqlo attire at the BNP Paribas Open in Indian Wells, California, commencing on March 4. She will be seeded in the tournament, which grants her a bye into the second round. Following a challenging recent spell on court, including a defeat to Antonia Ruzic at the Dubai Championships and an illness-induced retirement in her first match at the Qatar Open, Raducanu will be eager to demonstrate her potential at the event.
Despite not reaching a Grand Slam quarter-final since her stunning victory in New York five years ago, Raducanu continues to attract considerable commercial interest. She maintains a portfolio of prominent partnerships, including Dior, Tiffany & Co, British Airways, Porsche, and Wilson. Her social media influence remains robust, with 2.9 million Instagram followers, placing her just behind world number one Aryna Sabalenka among current WTA players. Raducanu’s appeal is particularly strong in East Asia, reflecting her diverse heritage.
As Raducanu embarks on this new chapter, it’s a reminder of the ever-changing nature of sports sponsorship, where partnerships can shift as swiftly as the matches themselves, and the right attire might just be what she needs to turn her recent form around.
