Raducanu to Uniqlo: Tennis Star's New Sponsorship Deal

In a significant shift in the world of sports sponsorships, Emma Raducanu has ended her long-standing partnership with Nike and will now be sponsored by Uniqlo, effective immediately. The move comes after a period of speculation, with Uniqlo teasing the announcement on Monday with a cryptic image and the message, “We’re proud to welcome a new face.”

A New Chapter for Raducanu

Raducanu’s connection with Nike began three years before her remarkable 2021 U.S. Open victory, where she won the title as an 18-year-old qualifier. The partnership spanned eight years, but now she joins a prestigious roster of athletes associated with Uniqlo, including Roger Federer and Kei Nishikori.

Did You Know? Raducanu will play an active role in designing her on-court apparel and participate in community-engagement activities, mirroring the involvement of Federer and actress Cate Blanchett.

A Trend in Tennis Sponsorships

Raducanu is not the only tennis player to recently move away from Nike. Fellow Brit Jack Draper switched to Vuori in August, and other prominent players like Frances Tiafoe and Taylor Fritz have also sought sponsorships with other brands – Lululemon and Hugo Boss, respectively. Some players, like Draper and Tiafoe, have expressed a desire to be a more prominent figure within a smaller brand.

Expert Insight: The shift in athlete-brand relationships suggests a growing desire for more personalized partnerships where athletes have greater influence and visibility, rather than being part of a larger, more diffuse portfolio.

Nike’s Evolving Strategy

While Raducanu’s departure is notable, Nike still maintains strong ties to the sport, representing 12 of the current ATP top 22 and all of the current WTA top five during their careers. However, the number of top players currently wearing Nike apparel has decreased, with only three in the ATP top 20 and two in the WTA top five. Nike maintains partnerships with major stars like Jannik Sinner, Carlos Alcaraz, Aryna Sabalenka, Naomi Osaka, and Zheng Qinwen.

Looking Ahead

Raducanu, currently ranked No. 25, will debut her Uniqlo apparel at the BNP Paribas Open in Indian Wells, California, beginning March 4. She has faced challenges this year, including a foot injury and a chest infection, and recently parted ways with her coach, Francisco Roig. She has been working with hitting partner Alexis Canter as she prepares for the tournament.

Frequently Asked Questions

When did Emma Raducanu sign with Uniqlo?

Emma Raducanu signed with Uniqlo, ending her partnership with Nike, effective immediately, as of February 24, 2026.

Who else does Uniqlo sponsor in tennis?

Uniqlo currently sponsors Roger Federer and Kei Nishikori, and now Emma Raducanu.

What is Nike’s current strategy in tennis sponsorships?

According to a spokesperson, Nike’s strategy is “supporting the game at every level and partnering with some of the most iconic and talented players in the world.”

As Raducanu embarks on this new chapter with Uniqlo, what impact do you think a closer partnership with a brand will have on an athlete’s performance and public image?

Raducanu to Uniqlo: Tennis Star’s New Sponsorship Deal