Raducanu ends $130,000-per-year Nike deal to join Federer’s brand camp

Raducanu has made one of the biggest off-court moves of her career. The former US Open champion has officially parted ways with Nike and signed with Uniqlo, becoming the Japanese apparel giant’s first female global brand ambassador.

“We are proud to introduce a new face. Meet Emma Raducanu, our newest global brand ambassador and the top-ranked British female tennis player. Emma will promote Uniqlo’s LifeWear philosophy, which focuses on excellence, meaningful social contribution, and empowering the next generation,” Uniqlo wrote on Instagram.

Raducanu is expected to debut her new look at Indian Wells. With this partnership, she joins the elite ranks of Uniqlo’s ambassadors — a brand long associated with tennis legends. The ambassador roster includes Federer, who switched from Nike to Uniqlo in 2018 and has maintained ties with the brand since retiring in 2022.

Besides Federer, the brand also sponsors former world No. 4 Kei Nishikori, as well as wheelchair tennis stars Shingo Kunieda and Gordon Reid. Beyond tennis icons, Uniqlo’s global ambassadors include Australian golf major winner Adam Scott and Japanese Olympic snowboard champion Ayumu Hirano.

Speaking about his partnership with Uniqlo, the 20-time Grand Slam champion Federer has often expressed his fondness for the brand, describing it as “family” and praising its LifeWear philosophy, which extends beyond tennis. “The people at Uniqlo are very kind; they treat me like family. They’ve told me many heartwarming things, like when my tennis career ends, life doesn’t end — it’s just a new beginning. I truly believe that. The team cares not only about tennis but also life beyond the sport, and I enjoy being with them,” Federer said in a 2021 GQ interview.

Turning back to Raducanu, the British player had been partnered with Nike since her junior years and wore the American brand’s apparel during her 2021 US Open victory. According to various sources, her Nike contract was worth about $130,000 annually. However, rumors about a potential sponsor change surfaced last December on The Craig Shapiro Tennis Podcast, though she continued to wear Nike gear during the start of the 2026 season, including the Australian Open.

Currently ranked 25th in the world, Raducanu is the latest high-profile player to leave Nike. Although the brand still sponsors stars like Sabalenka, Alcaraz, and Sinner, several players have switched to other brands in recent years. On the women’s side, Svitolina signed with Adidas in 2023; ATP players Musetti, Draper, and Tiafoe have also ended their contracts with Nike.

While specific financial terms have not been disclosed, insiders suggest Raducanu’s deal could be worth around $3.5 million per year, including performance bonuses. Notably, Uniqlo does not manufacture professional tennis shoes, so she may sign a separate footwear sponsorship.

Off the court, the 23-year-old remains one of tennis’s most commercially valuable athletes. Celebrity Net Worth estimates her net worth at approximately $15 million, with endorsements from Dior, Tiffany, British Airways, Porsche, Vodafone, Evian, and Wilson.

For years, Raducanu has expressed admiration for Federer, often citing him as an inspiration during her development. Now sharing a sponsor with her idol deepens that connection, prompting the question: Is Raducanu a devoted Federer fan?

If there was ever doubt, Raducanu has made it clear: she holds Federer in the highest regard. In a December 2024 Sky Sports interview, when asked about the greatest player in tennis history, she unhesitatingly named Federer, saying, “He’s one of the greatest players ever, and I’ve always said this — Federer represents elegance, grace, classic style, timelessness, and embodies all those qualities.”

Her admiration for the Swiss legend comes at a pivotal point in her career. After parting ways with coach Francisco Roig following the 2026 Australian Open, she currently has no full-time coach. Since making her WTA Tour debut nearly five years ago in Nottingham, Raducanu has worked with nine coaches, frequently changing teams, which has drawn criticism. However, former British No. 1 Rusedski believes this phase might benefit her, much like Federer’s own period without a coach in 2004, during which he still won three Grand Slam titles.

Ranked 25th globally, Raducanu recently reached the final in Cluj and is currently traveling with hitting partner Alexis Kant and physiotherapist Emma Stewart, who also manages her fitness training. Her next tournament is Indian Wells, where her best result was reaching the fourth round in 2023 before losing to Swiatek.(Source: Tennis Home, Author: Spark)