Emma Raducanu makes a bold move, ends £100,000 deal with Nike and eyes Roger Federer-linked brand Uniqlo

Emma Raducanu has signed a significant deal to become the new face of Uniqlo. The former US Open champion's eight-year partnership with Nike is ending as a consequence of the move. Over the term of the contract, it is a multi-million-pound agreement. On Monday, Uniqlo hinted at the new collaboration with an Instagram post, writing, “We’re proud to welcome a new face to UNIQLO.” However, there isn't a real face to go with the image of someone with a tennis racket at the moment.

Uniqlo hints at a collaboration with Emma Raducanu

The fashion brand has formerly backed tennis icons Roger Federer and Novak Djokovic, as well as Japanese star Kei Nishikori. Federer’s switch from Nike to Uniqlo was one of the most famous moves in sports history.


At Wimbledon 2018, the eight-time champion simply stepped up on Centre Court in Uniqlo gear and started playing, without announcing the termination of his Nike contract. Raducanu is believed to debut her new Uniqlo tennis apparel at Indian Wells next week. The event, taking place in California, will mark Raducanu's action following a hit-and-miss start to the 2026 season.

Raducanu will be aiming to go far in the popular competition after suffering setbacks and underwhelming outcomes in her last two matches. The 23-year-old was eliminated from the Dubai Championships by Antonia Ruzic last week.

She was forced to withdraw from her first-round match against Camila Osorio at the Qatar Open during the third set because of illness. Raducanu’s new collaboration with Uniqlo is the most recent in her long line of brand deals. She has also signed with Porsche, British Airways, Wilson, Tiffany & Co., HSBC, and Dior.

Emma Raducanu's sponsorship deal totals £9 million

Early predictions suggest the Bromley star could expand into a £1 billion athlete, serving as an ideal model and ambassador for marketers.

Nike was one of the early sponsors, as she wears their clothing, accessories, and sneakers both on and off the court. Their deal was worth around £100,000 per year. Similar to Nike, Wilson had Raducanu on their books early. Their deal was worth around £100,000 per year.

Raducanu’s first major sponsorship came just days after her US Open triumph as she was confirmed as a house ambassador for Tiffany & Co, and therefore a peer of pop star Beyonce. Her deal with Tiffany & Co. is around £2m. Dior is the second fashion commercial sponsorship, a second deal worth £2m for the superstar. Raducanu said in a Vogue interview.

“Being able to wear a dress like that made with all the magic in the Dior ateliers was a unique experience.
“The detailed embroidery was exceptional, and I was so honored to attend my first movie premiere in it.”

Vodafone signed her as their grassroots ambassador to try to encourage the next generation of tennis heroes. Reports suggest the deal with British Airways is worth a seven-figure sum and therefore could be well in excess of £1m.











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