The women of tennis lead the world in female athletes’ ability to build impressive endorsement portfolios. Naomi Osaka may one day lead them all in this endeavor.
The 20-year-old Japanese tennis star had already started to parlay her youthful personality and honest candor into a robust stable of endorsements, but a win in the U.S. Open final in New York City against her idol, Serena Williams, further pushed the star of Osaka higher.
That star hasn’t stopped rising.
Going into the summer, Osaka featured endorsement contracts with Japanese racket maker Yonex, apparel and footwear maker Adidas, Nissin Foods and Wowow. She announced a deal with Citizen Watch ahead of the two-week event — she earned a bonus from the brand with the win — and then, following her championship win, Nissan showered her with praise during an unveiling event in Japan, announcing a three-year agreement without disclosing terms.
“This partnership was in place long before the U.S. Open,” says Stuart Duguid, Osaka’s IMG manager who also represents young Korean star Hyeon Chung and athlete management for IMG’s Asia Pac business. “The timing of the announcement was therefore very timely.”
The Japanese connection has played well for Osaka, who also more than doubled her on-court earnings with the $3.8 million in prize money from the US Open. Now just 20, Osaka was born in Japan and grew up largely in the United States, moving to the U.S. when she was 3. She plays under the Japanese flag, with a mother from Japan and father from Haiti.
Her appeal in both Japan and the United States helps Osaka when it comes to endorsements, but more so her ability on the court and demeanor off it have set a powerfully positive tone. “Winning the US Open in such a high-profile final has definitely accelerated the ascent of Naomi’s profile,” Duguid says. “However, her game and personality were always there so it was only a matter of time before it reached a larger audience.”
With the Nissan pact now in her pocket, Osaka moves forward on focusing on additional endorsements. Or, potentially more lucratively, resigning existing ones. Duguid confirms widespread reports that Osaka’s current clothing contract is nearing expiration at the end of this year. While he says that “at this point, the future is still undecided,” reports have Osaka moving from the low six figures into multiple millions if she resigns with German-based Adidas. Of course, IMG is in discussions with a broad range of suitors trying to put their logo on Osaka from head to toe.
No matter who Osaka wears moving into 2019, expect that deal to be a major announcement for the young player.
Don’t expect it to be her last.
Duguid says that with the Summer Olympics coming to Tokyo in 2020, “definite interest” rises from bands trying to get behind an athlete who could be one of the faces of the games. “That has obvious value, especially for a Japanese athlete,” he says. “However, there are strict IOC rules surrounding the activation.” For brands wanting to sign Osaka because of the Olympic connection, they will need to smartly maneuver the IOC rules.
Osaka’s initial endorsement interest bubbled up from Japan, as seen from many of her early deals. Her quick rise — she is now ranked in the top-10 in the world — has changed all that. “Her profile has transcended the country,” Duguid says. “The interest is global, especially Asia and the U.S.”
But with the power of the Asian market now backing tennis, Osaka received a welcome push, even in her teenage years. The first commercial phenomenon to open Asian endorsement doors came from Chinese star Li Na who literally signed $43 million worth of endorsement deals overnight after winning the 2011 French Open. Now with Osaka, Chung and Kei Nishikori of Japan following in Na’s footsteps, Duguid says to expect another wave of four young players from China and Taiwan who have won junior grand slams in the past 12 months.
“The Asian stars appear to be especially adored by their home countries,” he says. “The (young) players, Naomi and Kei in Japan and Hyeon in Korea are all national heroes in their own right.” With Nishikori #35 on the Forbes list of the world’s highest paid athletes — he is third of only four (Roger Federer #7, Rafael Nadal #20 and Novak Djokovic #86) tennis players in the top 100 — endorsement dollars back the power of the Asian market.
With so much of her career ahead of her, the growing love of tennis in Asia and major contracts still on the horizon, Osaka has the potential to turn into the top endorsement earner in female tennis— spots currently held by Williams, Caroline Wozniacki, Sloane Stephens and Garbine Muguruza — in a sport that dominates female athlete earnings with eight of the top-10 highest paid female athletes coming from tennis.
“Naomi’s broad and very endearing appeal gives her that potential, but she is still very early in her career,” Duguid says. “I am sure Naomi’s priority is on the tennis court and to win more tournaments and grand slams. If she continues to do so then the world is her oyster.”
