Emma Raducanu: a Uniqlo first, brand power and coaching carousel.
Emma Raducanu remains in the centre of tennis talk even without holding a trophy since her gorgeous win at the US open in 2021. Only 23, the British number one is still at the top of the box-office, and even her recent departure out of the court is only going to strengthen her worldwide image.
To break the tradition, Raducanu has terminated her relationship with Nike and signed with the Japanese apparel giant Uniqlo, becoming the first female to become a global ambassador in the company. It is now her stage with the high-end company, such as Roger Federer and Kei Nishikori, but the broader list of Uniqlo athletes includes snowboarder Ayumu Hirano and golfer Adam Scott.
To achieve on-court stability has been more difficult. Raducanu ended her relationship with Spanish coach Francis Roig in late January; it was her eighth coach over the five years. Consistency has been evasive, but it has of late increased with her first final since Flushing Meadows, being a runner-up in Cluj-Napoca.
When out of the court, her influence is undisputed. Having a Chinese tradition in her mothers lineage and speaking fluent Mandarin, Raducanu has a high potential in all Asian markets. She is also a spokesperson of Evian together with Carlos Alcaraz and the two have recently joined forces to carry out an advertising campaign before Wimbledon.
Her list of endorsers is a blue chip brand roll call of British Airways, Vodafone, Tiffany and Co, Christian Dior, Wilson and HSBC.
Raducanu has not been known to have been using a lot of silverware since she made her moment, yet her commercial appeal, and her skill to remain one of the most discussed people in the sport, is not showing any decline.
