Emma Raducanu may not be winning as often as she once did, but her appeal to the world’s biggest brands remains undiminished. Despite fewer victories on court, the British star continues to command enormous commercial interest — a contradiction that keeps fans and analysts intrigued.
Even as her results have failed to match the magic of her unforgettable 2021 US Open triumph, Raducanu is reportedly close to securing a massive new endorsement deal with Uniqlo. It raises an obvious question: how does she remain one of the most marketable names in global tennis?
A telling split from Nike
Raducanu appears to be entering a new chapter in her career. After years working with Nike, the former US Open champion is said to be ending that partnership in favour of a highly lucrative agreement with Uniqlo.
The move is significant. It underlines a reality often overlooked — Raducanu’s commercial value has stayed remarkably strong, even without consistent on-court success since her breakthrough in New York.
The US Open that changed everything
The impact of the 2021 US Open cannot be overstated. Emerging from the qualifiers, Raducanu pulled off one of the greatest fairy tales in sporting history, lifting the trophy without dropping a single set.
Almost overnight, she transformed from a promising teenager into a global superstar. Sponsors rushed in, with brands such as British Airways, Vodafone, Tiffany & Co., Dior, Evian, Wilson, and HSBC eager to be associated with her image.
Pressure, injuries, and a tougher reality
However, life on the professional tour is unforgiving. Injuries, intense media scrutiny, and constant expectations slowed Raducanu’s momentum. Her performances became inconsistent, and she struggled to immediately establish herself among the sport’s elite.
As a result, some early sponsors stepped away — a common outcome in the ruthless world of elite sports marketing. Yet the essence of the “Raducanu effect” never truly faded.
Popularity that refuses to fade
Even outside the top tier of the WTA rankings, Raducanu remains one of the most discussed players in women’s tennis. Every return from injury, every setback, and every hint of a comeback fuels headlines and debate.
Why does she still generate so much attention?
Social media power and generational appeal
A major factor lies in her digital influence. With close to three million followers on Instagram, Raducanu is a powerful voice for a new generation of sports fans.
For sponsors, the appeal is obvious: global reach, a youthful audience, a clean and positive image, and a strong emotional connection with fans. In the UK especially, her influence has been profound, sparking a surge of interest in tennis among young girls that continues to this day.
Uniqlo and echoes of Federer
The reported Uniqlo deal carries symbolic weight. The Japanese brand famously signed Roger Federer after his split with Nike, creating one of the most iconic sponsorships in modern sport.
If Raducanu joins Uniqlo, the comparison is clear — a long-term vision built on performance, visibility, and enduring commercial strength.
More than just results
In the end, Emma Raducanu’s sponsorship appeal comes down to one simple fact: she is now a brand in her own right.
Her extraordinary rise, cultural impact, and global presence continue to resonate, even as victories take time to return. And that is why, despite winning less, she still attracts millions.
