Emma Raducanu confirms new lucrative sponsorship deal after ending eight year partnership with Nike

Tuesday, 24 February 2026 at 11:00

Emma Raducanu will don Uniqlo going forward which was made famous at least in tennis circles by a certain Roger Federer after she ended her eight year partnership with Nike recently.

The former US Open champion becomes the face of the brand and has signed a lucrative deal to do so as she continues to add sponsorships to her arsenal despite her lack of form at times since winning at Flushing Meadows.

Reportedly it is a multi-million pound agreement over the course of the contract, as well as Raducanu and as alluded to Federer they have previously had Novak Djokovic and Kei Nishikori as part of their tennis arm and had teased it on Monday without revealing it on Tuesday.

It was long mooted that Raducanu was perhaps going to switch to the brand and that fuel was stoked by them teasing it to start the week and she was confirmed with a photo of her in Uniqlo kit which she will rock from Indian Wells onwards which will be when she is next on the court.

Roger Federer's move from Nike to Uniqlo was one of the most memorable moments in tennis history with the Swiss ace turning up wearing Uniqlo kit in Federer style without pomp and circumstance and merely just style and swagger as he entered the court at Wimbledon. Raducanu isn't playing this week in Austin or Merida.

Indian Wells sees clothing debut

Raducanu will debut her new Uniqlo clothing next week during the Sunshine Double and will hope it is akin to a new manager bounce in football. She reached the final in Cluj last month but has since struggled with defeat to Antonia Ruzic last week in Dubai and this came after she was forced to retire in Qatar with an illness.

She played straight after reaching the final in Cluj which perhaps wasn't the best decision for a player who has often picked and choosed. She reached said final but was unwell which in reality blighted her as she was well beaten by Sorana Cirstea.

Emma Raducanu starred in Cluj but hasn't been as effective since.

She has also worked with Wilson, Tiffany & Co, Evian, Dior, Santander, British Airways and Porsche in the past and has hoovered up endorsement deals to at one point become one of the highest paid female athletes in the world based off both endorsements and also prize money.

Raducanu topped lists despite not being World No.1 or even World No.2 with Iga Swiatek and Aryna Sabalenka at the time not getting the same kind of treatment albeit both have since received a bit more in regards to that area of the game. Raducanu has still been getting the money in regardless but isn't as widely used in that regard as before as the differential has come down.

But still it marks that Raducanu is still a hot commodity and big business in the sporting endorsement sphere and has now joined an iconic brand in the process.

Samuel GillEditor-in-Chief

Samuel Gill is the Chief Content Officer (CCO) of TennisUpToDate.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy. Since joining, he has contributed more than 10,000 articles and editorial pieces across the TennisUpToDate network, playing a central role in the daily operation and development of the site.

Based in Leicester, Samuel has a broad background in tennis media. In his current role, he works closely with editors and writers to ensure coverage meets clear journalistic standards, with particular attention to verification, consistency, and timely updates when new information becomes available.

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