After months of speculation, Emma Raducanu has officially signed a long-term deal with Uniqlo, joining Roger Federer as one of the global faces of the brand.
The agreement brings an end to her long-standing partnership with Nike–a tenure that included her historic triumph at the US Open in 2021, where she became the first player in history to win a Major title after coming through the qualifying rounds.
Creative Control and Global Presence
One of the major factors influencing Raducanu’s decision was the level of creative involvement she will now have with Uniqlo. The British star is expected to play an active role in designing and shaping her on-court kits, something that reportedly appealed to her long-term brand vision.
Like Federer, Raducanu will also participate in the brand’s global interactive events, strengthening her presence not just as an athlete but as a worldwide ambassador.
A Financially Rewarding Move
Financial considerations are also believed to have played a significant role in this move. In recent years, Nike has reportedly reduced investment within its tennis division, leaving only the sport’s absolute elite earning the largest endorsement figures.
With Uniqlo, Raducanu is expected to earn multi-millions per season. While the official numbers have not been disclosed, early reports suggest the deal could be worth around $3.5 million annually, making it one of the most financially rewarding sponsorships of Raducanu’s career.
Since her breakthrough in 2021, Raducanu has remained one of the most followed and marketable players in women’s tennis, maintaining strong commercial appeal despite fluctuating results on court.
On-Court Struggles Continue
However, while her off-court success continues, the same cannot be said for her recent form on court. Raducanu ended her 2025 season prematurely due to physical issues, and she began 2026 still managing the after-effects of those setbacks. She missed much of the United Cup and has struggled to regain rhythm since returning.
Outside of a finals run at Cluj-Napoca, where she won just two games in the title match, Raducanu has managed only two wins from her last six matches. The level that saw her break back into the Top 30 during stretches of 2025 has yet to fully reappear.
Her inconsistency has also been accompanied by further instability within her team. Raducanu recently parted ways with her ninth head coach as a professional, ending her partnership with Francisco Roig following the Australian Open due to technical differences.
With a new clothing sponsor and a fresh look on court, Raducanu will hope that a change in kit also brings a change in fortune. She is set to return to action at the Sunshine Double, after which attention will quickly turn to the clay-court season — historically the surface where she has struggled the most.
Main Photo Credit: Mike Frey-Imagn Images