The most notable recent deal involves Emma Raducanu, who departed from Nike for an irresistible offer from Uniqlo. The Japanese brand invited the tennis player to be its global brand ambassador in a contract worth approximately 3,5 million USD annually.

At age 23, Raducanu is currently ranked 25th in the world and has not won another grand slam since her US Open 2021 triumph, where she claimed the title at age 18 while ranked 150th globally. Despite this, Raducanu remains one of the biggest commercial draws, with nearly 2,9 million followers on her Instagram account.

Raducanu's switch in apparel sponsors highlights the immense strategic value of tennis stars, both on and off the court, to stakeholders in the sport's industry. It is no coincidence that Raducanu will promote an everyday fashion line, while also participating in the design of competition outfits and community activities.

Raducanu celebrates a victory at Indian Wells on 6/3, wearing her new sponsor's apparel. Photo: AFP

The British player has long been associated with luxury brands such as Dior, Tiffany & Co., British Airways, and Evian, earning approximately 10 to 12 million USD each season. Her Chinese heritage also grants her exceptional popularity in East Asia, where Uniqlo is headquartered.

Uniqlo, a popular casual fashion brand, has traditionally been cautious about venturing into sports, especially tennis. They caused a stir when they "poached" Roger Federer from Nike in 2018 with a 300 million USD, 10-year contract. At the time, Uniqlo allocated a significant portion of the contract's value to cover the years after the Swiss legend's retirement, affirming the true timeless iconic value of the 44-year-old former player.

Previously, until 2017, Novak Djokovic was also an ambassador for the brand. Currently, Uniqlo's roster still includes 36-year-old Japanese star and former world number 4, Kei Nishikori. These are all carefully selected figures to help Uniqlo expand from its domestic market internationally, achieving overseas revenue of 12 billion USD with 1,700 stores globally.

For Raducanu, the partnership with Uniqlo not only means higher earnings, as her previous teenage contract with Nike was only worth around 200.000 USD, but also expands her fashion horizons.

Meanwhile, Nike has shifted its strategy, focusing resources on a select few elite athletes. They are willing to spend heavily on two of the world's top male tennis players, Carlos Alcaraz and Jannik Sinner, with annual remunerations of 18 million USD and 15 million USD respectively. Additionally, the American "giant" also boasts women's world number one Aryna Sabalenka and strategically influential figure Naomi Osaka.

Carlos Alcaraz celebrates his men's singles US Open final victory over Jannik Sinner at Flushing Meadows, New York, USA on 7/9/2025. Photo: Reuters

Conversely, Nike has cut its budget for other endorsements. This has resulted in a wave of players leaving Nike to find new sponsors. In August 2025, British player Jack Draper joined the emerging brand Vuori. Previously, American players Frances Tiafoe and Taylor Fritz moved to Lululemon and Hugo Boss respectively. Italian player Lorenzo Musetti signed with Asics.

Beyond pursuing titles, top players also aspire to be central to their sponsors' development plans, rather than just another name on a long list. In this era of convergence, current brand positioning strategies lie at the intersection of sports, entertainment, and lifestyle.

Ben Shelton explained his decision to choose On – a brand with Federer's investment – in 2023: "I didn't want to be just one of 50 guys wearing Nike gear."

The dynamism of this segment is evident in the current ATP top 10 sponsorship landscape. Nike now retains only two players (Alcaraz and Sinner), similar to Adidas (Alexander Zverev and Felix Auger-Aliassime). The remaining sponsorships are split among: Lacoste (Djokovic), Asics (Musetti), Wilson (Alex De Minaur), Hugo Boss (Fritz), On (Shelton), and EA7 (Alexander Bublik).

Shelton celebrates his victory over Khachanov in the Toronto Open final on 8/8/2025. Photo: AP

Alongside EA7 – Armani's sports brand – Wilson's rise is also noteworthy. Traditionally a long-standing racket manufacturer, Wilson recently expanded its "Tennis 360" portfolio, offering head-to-toe apparel for athletes. De Minaur leads this group, alongside Karen Khachanov, Jiri Lehecka, Marta Kostyuk, and rising star Victoria Mboko.

Intensifying competitive pressure has forced Nike to respond. They are now selectively investing, currently sponsoring apparel for only 5 players in the ATP top 50 and building distinct identities for their two key players.

After facing criticism for dressing athletes in uninspired uniform kits, Nike has begun to leverage the rivalry between Alcaraz and Sinner in the new era. At the recent Australia Open 2026, Alcaraz appeared in a brightly colored sleeveless shirt and made a strong impression off-court with a bold urban style, paired with LeBron tank tops or rare sneakers.

Conversely, Sinner remains loyal to a minimalist style and monochromatic outfits. Although sometimes dissatisfied with colors like mustard yellow or olive green chosen by the brand for him in Melbourne, the Italian player has declared: "Next year I will have more say in choosing outfit colors."

Hoang Thong compiled