The tennis sponsorship market is increasingly competitive, with brands vying for the most marketable athletes. The latest move involves Emma Raducanu, who has left Nike to sign with Uniqlo as a global brand ambassador. The deal is reportedly worth around €3 million annually. Despite not winning a Grand Slam since her 2021 US Open triumph, Raducanu remains one of the sport’s most appealing commercial figures, boasting nearly three million Instagram followers. Her new role includes promoting everyday apparel, contributing to technical kit design, and engaging in community activities.
Federer paved the way
Uniqlo’s strategy in tennis gained global attention in 2018 when Roger Federer signed a landmark 10-year contract worth $300 million after leaving Nike. The Japanese brand had previously partnered with Novak Djokovic and continues to sponsor Kei Nishikori. These carefully chosen ambassadors helped Uniqlo expand internationally, reaching $12 billion in revenue and 1,700 stores worldwide. Raducanu’s arrival strengthens its presence in both Western and Asian markets, where she enjoys significant popularity.
Alternative choices among players
Other players have also shifted sponsors in recent years. Jack Draper joined Vuori, Frances Tiafoe moved to Lululemon, Taylor Fritz signed with Hugo Boss, and Lorenzo Musetti partnered with Asics. Ben Shelton explained his decision to join On, the brand co-founded by Federer: “I didn’t want to be one of 50 Nike guys,” he said. This reflects a broader trend where athletes seek to be central to a brand’s identity rather than one of many.
Nike focuses on Alcaraz and Sinner
Nike has responded by concentrating resources on a select group of top players. Carlos Alcaraz and Jannik Sinner are the faces of its tennis division, earning $18 million and $15 million annually, respectively. Aryna Sabalenka and Naomi Osaka also remain key figures. Nike has emphasized individuality in its designs, with Alcaraz sporting bold, urban-inspired looks and Sinner preferring minimalist styles. “Next year I’ll be able to have more say on the colors,” Sinner said, hinting at greater personalization in his apparel.
The shifting landscape of tennis sponsorships illustrates how athletes are no longer just competitors on the court but powerful global influencers, shaping fashion, lifestyle, and brand identity across industries.
ATP Indian Wells - Jannik Sinner's projected path
Jannik Sinner in 2026
Ranked world no.2, Sinner played his last match on the 19th of February when he was overcome by world no.12 Jakub Mensik 7-6(3) 2-6 6-3 in the quarter in Doha (draw).
During this season the Italian owns a compiled 7-2 win-loss record. Jannik Sinner’s most significant performance of the current season was getting to the semifinal at the Australian Open.
ATP Indian Wells - Carlos Alcaraz's projected path
Carlos Alcaraz in 2026
Now the world no.1, the Spaniard played his last match on the 21st of February when he beat world no.32 Arthur Fils 6-2 6-1 in the final in Doha to win his 27th career title.
During this season Alcaraz has a 12-0 win-loss record. Alcaraz conquered 2 titles in 2026 at the Australian Open and Doha.
Jannik Sinner and Carlos Alcaraz fought against each other 17 times. Their head to head is 11-6 for Alcaraz.
