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  "path": "/sport/tennis/emma-raducanu-splits-with-nike-cryptic-message-separation",
  "publishedAt": "2026-02-23T13:22:43.000Z",
  "site": "https://www.gbnews.com",
  "tags": [
    "Tennis bosses urged 'get everyone out' of Mexico as British stars set to take stage amid violence",
    "Tennis ace who branded sport 'racist, misogynistic and homophobic' reveals vile abuse after retiring",
    "Emma Raducanu told to copy Roger Federer tactic as run without a trophy triumph continues",
    "The GB News Editorial Charter"
  ],
  "textContent": "\n\n\nEmma Raducanu has ended her association with Nike and Japanese retail giant Uniqlo looks set to replace the global brand and become her new apparel sponsor.\n\nThe 2021 US Open champion, currently ranked 25th in the world, is anticipated to be formally unveiled at the Indian Wells tournament next week.\n\n###\n\n\n\n\nUniqlo fuelled speculation on Monday by publishing a teaser image showing an unidentified female tennis player alongside the message: \"We're proud to welcome a new face.\"\n\nThough Raducanu's representatives have refused to comment on the matter, her switch to the Japanese brand has been widely expected within tennis circles since late last year, according to The Telegraph.\n\n###\n\n\n\n\nTRENDING\n\nStories\n\nVideos\n\nYour Say\n\n###\n\n\n\n\nBy signing with Uniqlo, Raducanu will enter an exceptionally select group of tennis players backed by the brand.\n\nThe Japanese company has historically maintained a deliberately small roster of sponsored athletes on the professional tours.\n\nTheir current stable of talent includes two of the sport's greatest ever players in Roger Federer and Novak Djokovic.\n\nFormer Japanese number one Kei Nishikori also features among their ambassadors, a player whose commercial worth once topped the entire sport despite remaining relatively unknown to British audiences.\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\nRaducanu's addition to this elite lineup underscores her marketability, even as her results on court have fluctuated since her breakthrough major triumph.\n\nRaducanu's departure from Nike comes amid a broader shift in the sportswear giant's sponsorship strategy.\n\nThe American company has scaled back financial incentives for athletes outside the very top tier, focusing resources primarily on those challenging for the world number one position.\n\nPlayers such as Carlos Alcaraz, Jannik Sinner and Aryna Sabalenka continue to receive Nike's backing as genuine title contenders.\n\n### LATEST SPORT NEWS\n\n\n\n\n  * Tennis bosses urged 'get everyone out' of Mexico as British stars set to take stage amid violence\n  * Tennis ace who branded sport 'racist, misogynistic and homophobic' reveals vile abuse after retiring\n  * Emma Raducanu told to copy Roger Federer tactic as run without a trophy triumph continues\n\n\n\n###\n\n\n\n\n###\n\n\n\n\nHowever, Raducanu finds herself among several prominent names either exiting or planning to leave the brand.\n\nFrances Tiafoe, a former US Open semi-finalist, and Italy's second-ranked player Lorenzo Musetti are also understood to be departing Nike's roster.\n\nDespite her inconsistent performances on the tennis court, Raducanu's appeal to major brands remains remarkably robust.\n\nSince capturing global attention with her stunning 2021 US Open victory, the British player has attracted partnerships with prestigious names including Evian, British Airways, Dior and Tiffany & Co, though her arrangement with Vodafone concluded last year.\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\nHer Instagram following of 2.9 million demonstrates the significant reach she offers commercial partners.\n\nRaducanu first partnered with Nike as a promising teenager, signing three years before her historic major championship win at just 18 years old.\n\nHer current world ranking of 25 represents her highest position since her US Open points expired.\n\n###\n\n\n\n\n**Our Standards:The GB News Editorial Charter**",
  "title": "Emma Raducanu 'splits with Nike' as new sponsor issues cryptic message"
}