Emma Raducanu’s commercial partnerships have been under constant scrutiny ever since her remarkable US Open triumph as an 18-year-old in 2021. That breakthrough win sparked a flood of endorsement deals, many of which she still holds today, including partnerships with brands like Evian and Wild deodorant.
Lately, however, attention has shifted to her apparel sponsorship. While Raducanu continues her pre-season preparations in Barcelona alongside coach Francisco Roig, speculation has surfaced suggesting she could part ways with Nike ahead of the 2026 season, with Uniqlo reportedly being lined up as a possible replacement.
Despite the growing chatter, Express Sport understands that there has been no confirmed change to Raducanu’s clothing deal. Uniqlo has also played down the rumours, stating that there is currently no announcement planned regarding a partnership with the British star.
In a statement, the brand explained that it works with global ambassadors who align with its LifeWear philosophy, adding that while it remains open to collaborating with inspiring figures, there is nothing to reveal at this time.
For now, Raducanu remains focused on her training schedule. She will spend the rest of December preparing in Barcelona before returning home to the UK for Christmas, ahead of travelling to Australia to begin her 2026 campaign. The world No. 29 is set to represent Great Britain at the United Cup, which gets underway on January 2.
The rumours inevitably draw comparisons with Roger Federer’s high-profile switch from Nike to Uniqlo in 2018. After ending a long association with Nike, Federer appeared at Wimbledon dressed in Uniqlo gear, instantly confirming months of speculation.
Federer, now retired, continues to serve as a Uniqlo ambassador and frequently wears the brand at public events. His agent, Tony Godsick, later revealed that the move came after Nike chose not to renew Federer’s contract.
Speaking on Andy Roddick’s Served podcast, Godsick explained that after failing to secure a new Nike deal, he reached out to Uniqlo with assistance from Vogue editor-in-chief Anna Wintour. A trip to Japan sealed the agreement, with no formal announcement planned.
As Godsick put it, the real press release came when Federer walked onto Centre Court at Wimbledon wearing Uniqlo for the first time.
