Emma Raducanu has joined Uniqlo as a global ambassador in a reported $3.5 million-a-year deal, switching from Nike. The 23-year-old British player, ranked No. 25, hopes to make her first WTA Tour appearances in Japan this year. She has also reunited with coach Mark Petchey ahead of the Indian Wells tournament.
Emma Raducanu, the 2021 US Open winner and current British No. 1, has become the latest high-profile athlete to partner with Uniqlo. The Japanese company confirmed this week that Raducanu has joined as a global ambassador, working alongside figures such as Roger Federer, Shingo Kunieda, and Cate Blanchett to promote Uniqlo’s LifeWear philosophy. The deal, reported to be worth $3.5 million annually, marks a shift from her previous sponsor, Nike, and has sparked discussion among critics who question its value given her results since the US Open triumph four-and-a-half years ago.
Despite recent challenges, including a troubled start to 2026 dominated by health and fitness issues, Raducanu has climbed back into the top 30 rankings at No. 25, securing direct entry into most WTA events. Former British No. 1 Greg Rusedski defended the partnership on his podcast, noting its business rationale. “The deal probably makes a lot of sense for them because they look for brand ambassadors and they look for Instagram followers,” Rusedski said. “She has a following in the UK, she has a following internationally. She has the Chinese market... So for a Japanese company, it probably makes a lot of sense.” He added that contracts consider off-court factors like social media presence and publicity potential, expressing hope for Raducanu’s return to top form.
The sponsorship aligns with potential schedule changes for Raducanu, who has not yet competed in a WTA event in Japan. She expressed interest in the WTA 250 Japan Open in Osaka from October 19-25 and the WTA 500 Pan Pacific Open in Tokyo from October 26 to November 1. “I really hope this year that I’ll be able to make the tournaments,” Raducanu said. “It would be my first time playing a tournament in Japan, but it’s something that I really want to do.” Previously, she had commitments to Chinese events like the Ningbo Open and Guangzhou Open during that period, but the Uniqlo tie-up may alter those plans.
In another development, Raducanu has rehired coach Mark Petchey for the upcoming WTA 1000 event at Indian Wells. The arrangement is temporary, similar to last season, with Petchey continuing his media commitments, including punditry at the Miami Open. Raducanu emphasized her desire to demonstrate positive conduct on court: “I think I would want to show people here my attitude when I’m playing tennis, and I think the way I hold myself and conduct myself even when things aren’t going well.”