Emma Raducanu signs lucrative £2.6m-per-year deal with clothing brand after ditching Nike

Emma Raducanu has ended her eight-year sponsorship with Nike and joins the Japanese fashion brand Uniqlo.

The Japanese clothing manufacturer teased the signing on Monday with a photo of the body of a female tennis star on social media.

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The 23-year-old was later unveiled with a statement that read: “Introducing Emma Raducanu, our newest Global Brand Ambassador and Britain’s top-ranked female tennis player.

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

Raducanu signed with Nike three years before she even won her first Grand Slam in the US Open in 2021.

Nike is an iconic tennis brand, with the sportswear being worn by current icons including Carlos Alcaraz, Jannik Sinner and Aryna Sabalenka.

The renowned brand said at the end of 2025 it would be making financial cuts to ensure it can be dedicated to its integral player cohort.

The British No.1 has become the first female tennis player to represent the brand.

The deal is worth a reported $3.5m (£2.6m) per year.

Raducanu said in the statement: “I am very pleased 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 working with everybody at UNIQLO to inspire and engage young people everywhere.”

The fashion manufacturer has a rich history in sponsoring legends, including Roger Federer and Novak Djokovic.

UNiqlo

Raducanu also has deals with well-known brands like Dior, Tiffany & Co and Evian.

It’s expected the Brit will showcase the new sporting brand at the upcoming Indian Wells next week.

The tournament that’s held annually in California is widely considered as the ‘fifth Grand Slam’ due to its prestige, attendance, elite athletes competing and a $19million plus prize pool.

In the run-up to this important competition, Raducanu reached the Transylvanian Open final and lost.

Additionally, she has suffered from a chest infection and retired in the first round of the Qatar Open.

The 23-year-old also crashed out of the Dubai Tennis Championship in the first round to ‘lucky loser’ Antonia Ruzic.

The tennis star is still without a full-time coach, with Raducanu and Francisco Roig parting ways after her exit in the second round of the Australian Open.

How do tennis sponsorships work?

Rankings, popularity and country of origin all decide what type of contract or brand would be interested in a player.

In tennis, there are two different endorsements, either from a racket maker or clothing/footwear brand.

Junior players sign deals and can often earn up to six-figures, the contracts often hold clauses to retain you on a higher pay grade based on year-end rankings as you get older.

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Typically the top 40 men are making more than enough that they could go the entire year without winning a tournament and financially carry on touring while only the top 30 women are making comfortable enough money to do the same.

Every deal has bonuses written in, for reaching certain points in a tournament, Grand Slams or player rankings.

Money from sponsorships is about survival to be able to compete at the top level of tennis, with money going towards flights, hotels and salaries for the coaching team throughout the entire season.

In the Brit’s scenario, even though her court rankings have fluctuated since her US Open win, her marketability stays strong with her 2.9m followers on Instagram which keeps her in demand.