British tennis player Emma Raducanu has ended her long-standing partnership with Nike to join Uniqlo, becoming the brand's first female global ambassador. The move aligns her with tennis icon Roger Federer, whom she has long admired. She plans to debut the new sponsorship at the Indian Wells tournament in March 2026.
Emma Raducanu, the 2021 US Open champion and current world No. 25, has officially parted ways with Nike, where she had a reported $130,000-a-year deal since her teenage years. The switch was first rumored in December 2025, but she continued wearing Nike at the 2026 Australian Open. Now, Uniqlo has welcomed her as its newest global brand ambassador, stating, “We are proud to welcome a new face. 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 expressed enthusiasm in her 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.” Insiders estimate the deal could be worth around $3.5 million annually, including performance bonuses, though financial details remain undisclosed. Uniqlo, which does not produce specialized tennis footwear, may allow Raducanu to seek a separate shoe agreement.
This partnership places her alongside Roger Federer, who left Nike for Uniqlo in 2018 and has praised the brand as treating him “like family.” Raducanu has cited Federer as one of her idols, calling him “one of the GOATS” who embodies “grace, class, elegance, timelessness.” Other Uniqlo ambassadors include Kei Nishikori, Shingo Kunieda, and Gordon Reid.
Off the court, Raducanu's net worth is estimated at $15 million, with endorsements from Dior, Tiffany & Co., British Airways, Porsche, Vodafone, Evian, and Wilson. On the court, she recently reached the final of the Transylvania Open in Cluj-Napoca, losing 6-0, 6-2 to Sorana Cîrstea on February 7, 2026, and exited early in Dubai and Qatar. She split with her ninth coach, Francisco Roig, after six months, citing misalignment on key aspects despite a good rapport. Currently, she is not actively seeking a new coach and is working with hitting partner Alexis Canter, whom she credits for knowing her well. “Right now I have Alexis Canter in my corner,” she said. “He knows me as a person. He knows me as a player.” Raducanu aims to focus on aggressive play and fundamentals ahead of Indian Wells (March 4–15, 2026), where her best result was a fourth-round appearance in 2023.