Emma Raducanu is reportedly set to end a multi-year partnership with Nike and sign with Uniqlo, with the Japanese apparel brand teasing the announcement on social media on February 23. The deal is expected to be formally unveiled at the BNP Paribas Ope n in Indian Wells, California, where Raducanu is scheduled to compete, beginning in early March.

The shift, if confirmed, would mark a significant commercial milestone for both parties. For Raducanu, it ends an association with Nike that dates to 2015 — three years before she turned professional — and predates her breakthrough 2021 US Open title. For Uniqlo, it would represent one of the brand’s most prominent women’s tennis signings, expanding a historically male-dominated and intentionally compact ambassador roster.

Deal reportedly worth 27× more than previous Nike contract

Tennis insider Craig Shapiro reported in January 2026 that the agreement was already finalized, describing it as a purported €3.3 million ($3.5 million) annual base deal, not including performance bonuses, structured over approximately four years. No official confirmation from either party has been issued as of publication.

Raducanu’s Nike contract was reported to be valued at approximately £100,000 (around €119,000 / $136,000) annually on a rolling basis, according to multiple outlets citing social media analysis. The gap between that figure and the reported Uniqlo terms — if accurate — is substantial, though industry observers note that deal structures can vary considerably based on marketing obligations, exclusivity, and territory scope. Raducanu wore Nike apparel throughout the 2026 Australian Open in January, consistent with a contract that had not yet expired.

Nike’s tennis recalibration

Raducanu’s departure aligns with a broader strategic shift at Nike. The Telegraph has reported that the sportswear giant is narrowing its apparel investments to focus exclusively on athletes at the absolute elite tier of their sports. Nike’s current tennis portfolio includes Aryna Sabalenka, Carlos Alcaraz, and Jannik Sinner—all ranked in the top five globally and recent Grand Slam champions.

Uniqlo’s tennis strategy

Uniqlo, the global apparel brand owned by Fast Retailing Co., has built one of the most selective sponsorship portfolios in professional tennis. The company, headquartered in Yamaguchi, Japan, counts just a handful of elite names amongst its active and former ambassadors: Roger Federer, who signed a reported €283 million ($300 million), 10-year deal in 2018 that has continued beyond his 2022 retirement; Novak Djokovic, who wore the brand between 2012 and 2017 before switching to Lacoste; and Kei Nishikori, Japan’s highest-ranked male player, who has represented Uniqlo since 2011. Wheelchair champions Shingo Kunieda and Gordon Reid are also on the roster.

The addition of Raducanu would represent a rare high-profile women’s signing for the brand and a strategic push into Western European markets.

 

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