Emma Raducanu ‘splits with Nike’ as new sponsor issues cryptic message
Emma Raducanu has ended her association with Nike and Japanese retail giant Uniqlo looks set to replace the global brand and become her new apparel sponsor.
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.”
Though Raducanu’s representatives have refused to comment on the matter, her switch to the Japanese brand has been widely expected within tennis circles since late last year, according to The Telegraph.
By signing with Uniqlo, Raducanu will enter an exceptionally select group of tennis players backed by the brand.
The Japanese company has historically maintained a deliberately small roster of sponsored athletes on the professional tours.
Their current stable of talent includes two of the sport’s greatest ever players in Roger Federer and Novak Djokovic.
Former Japanese number one Kei Nishikori also features among their ambassadors, a player whose commercial worth once topped the entire sport despite remaining relatively unknown to British audiences.
Emma Raducanu has reportedly ended her association with Nike
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Raducanu’s addition to this elite lineup underscores her marketability, even as her results on court have fluctuated since her breakthrough major triumph.
Raducanu’s departure from Nike comes amid a broader shift in the sportswear giant’s sponsorship strategy.
The American company has scaled back financial incentives for athletes outside the very top tier, focusing resources primarily on those challenging for the world number one position.
Players such as Carlos Alcaraz, Jannik Sinner and Aryna Sabalenka continue to receive Nike’s backing as genuine title contenders.
Raducanu finds herself among several prominent names either exiting or planning to leave the brand
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However, Raducanu finds herself among several prominent names either exiting or planning to leave the brand.
Frances Tiafoe, a former US Open semi-finalist, and Italy’s second-ranked player Lorenzo Musetti are also understood to be departing Nike’s roster.
Despite her inconsistent performances on the tennis court, Raducanu’s appeal to major brands remains remarkably robust.
Since capturing global attention with her stunning 2021 US Open victory, the British player has attracted partnerships with prestigious names including Evian, British Airways, Dior and Tiffany & Co, though her arrangement with Vodafone concluded last year.
Emma Raducanu first partnered with Nike as a promising teenager
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Her Instagram following of 2.9 million demonstrates the significant reach she offers commercial partners.
Raducanu first partnered with Nike as a promising teenager, signing three years before her historic major championship win at just 18 years old.
Her current world ranking of 25 represents her highest position since her US Open points expired.
