The wait has come to an end and Emma Raducanu, the young star of British tennis, has just signed a new and exciting sponsorship deal that places her under the Uniqlo banner as its latest “Global Brand Ambassador.” This change marks a new chapter in the athlete’s career, who was previously linked to Nike for nearly a decade, having signed with the American apparel and footwear giant in 2018, before turning professional.
Raducanu, who won the hearts of fans by claiming the 2021 US Open as the first player to go from qualifying to champion of a Grand Slam, saw Nike quickly reinforce its bond with her following that historic victory. The Swoosh logo was a constant presence throughout her career, but the relationship came to an end in 2025, leading to rumors that began circulating last December when Craig Shapiro from the Craig Shapiro Tennis Podcast revealed that the 23-year-old was about to swap Nike for Uniqlo.
On Tuesday, Uniqlo confirmed what many had already suspected through a social media post announcing: “We introduce Emma Raducanu, our newest Global Brand Ambassador and the highest-ranked British female tennis player.” The post also highlighted that Raducanu will promote Uniqlo’s LifeWear philosophy, which is committed to pursuing excellence, making a significant contribution to society, and empowering the next generation.
Raducanu expressed her excitement about joining Uniqlo, stating: “I am very happy to join UNIQLO and to work closely with its amazing team of Global Brand Ambassadors. UNIQLO and I share many values and perspectives on life, culture, and society. I am excited to promote LifeWear through my tennis career and to work with everyone at UNIQLO to inspire and engage young people around the world.”
In addition to Raducanu, Uniqlo also features sports icons such as Roger Federer and Kei Nishikori. The British tennis player is following in Federer’s footsteps, who also left Nike in favor of Uniqlo in a deal estimated at $300 million. The collaboration with Federer promises to bring a new dimension to her career as she joins other brand ambassadors, including legendary wheelchair tennis player Shingo Kunieda and Oscar-winning actress Cate Blanchett.
Although the financial details of the contract have not been revealed, it is known that Raducanu will secure an income of $3.5 million per year, in addition to performance bonuses. The new phase of her career will begin in style, with Raducanu debuting Uniqlo’s apparel at the upcoming Indian Wells Open, which starts on March 4 in the United States.
The change of sponsor is not just a matter of clothing; it is a strategic alliance that could define the future of Raducanu’s career and further solidify her position as one of the most influential figures in sports. What lies ahead for this young prodigy? The world of tennis can hardly wait to find out.
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