Emma Raducanu signs landmark global ambassador deal with Uniqlo to design kit and promote tennis worldwide from UK base

Emma Raducanu has officially joined Japanese brand Uniqlo as their newest global ambassador, ending her £100,000-a-year deal with Nike.

The British tennis star, now 23, will take on a high-profile role with Uniqlo that goes beyond wearing kit, involving design input and global engagement activities.

From Teenage Prodigy to Global Star

Raducanu first signed with Nike at just 15, long before she stunned the tennis world by winning the 2021 US Open as a qualifier.

That historic victory made her the first qualifier in Grand Slam history to lift a major title and instantly elevated her commercial appeal.

Despite facing injury setbacks and frequent coaching changes since her breakthrough, Raducanu has remained a highly marketable figure, with previous partnerships including Dior, Evian, HSBC, Porsche, and Vodafone.

Notably, her Vodafone deal, worth around £3million per year, ended last year.

While her 2025 prize money totaled just over £1million, commercial endorsements generated roughly four times that amount.

A First for Female Tennis at Uniqlo

Uniqlo teased Raducanu’s arrival on Monday with a cryptic photo of a female tennis player holding a racket, later confirming her as the brand’s first female tennis ambassador.

“Emma will champion UNIQLO’s LifeWear philosophy, which is committed to pursuing excellence, making meaningful contributions to society, and empowering the next generation,” the brand stated.

Uniqlo has previously sponsored men’s tennis legends such as Roger Federer, Novak Djokovic, and Japan’s Kei Nishikori, as well as athletes from golf, snowboarding, and wheelchair tennis.

Raducanu now joins this elite group, marking a significant milestone for women’s tennis representation with the brand.

What the Deal Means for Raducanu

According to sources, Raducanu will actively contribute to designing her own kit and will participate in global promotional events, giving her a more hands-on role than in previous sponsorships.

The agreement comes into effect immediately, with her set to debut Uniqlo apparel at Indian Wells next week.

The move also reflects Nike’s recent strategy to focus on marquee athletes such as Carlos Alcaraz, Jannik Sinner, and Aryna Sabalenka, as the company scales back spending on other contracts.

On-Court Challenges Continue

Raducanu heads into Indian Wells without a full-time coach, following her split with Francisco Roig after the Australian Open.

Roig, who previously worked with Rafael Nadal and Matteo Berrettini, was Raducanu’s ninth coach.

Since then, she has been working with hitting partner Alexis Canter, a former British professional.

Her recent performances have been mixed: she reached the Transylvania Open final but suffered a heavy defeat, retired from her opening Qatar Open match due to illness, and exited in the first round of the Dubai Tennis Championships.

Despite these challenges, Raducanu’s marketability remains strong, with Uniqlo betting on her long-term appeal both on and off the court.

What’s Next?

Raducanu will debut her Uniqlo kit at Indian Wells, where she will also look to stabilize her on-court form without a full-time coach.

Beyond matches, she is expected to take an active role in designing apparel, participating in international promotional campaigns, and representing Uniqlo globally.

The partnership positions her for both commercial growth and continued visibility in the tennis world.

Summary

Emma Raducanu, Britain’s top-ranked female tennis player, has signed a major global ambassador deal with Uniqlo, becoming the first female tennis player to join the brand.

The partnership gives her creative input on kit design, global promotional responsibilities, and a platform to rebuild her on-court career.

Despite recent injuries and coaching changes, Raducanu remains a leading commercial figure in sport and is set to wear her new Uniqlo apparel at Indian Wells next week.