Osaka currently endorses Yonex, Citizen and Nissin Foods Group, among othersGETTY IMAGES
U.S. Open women's singles champion Naomi Osaka is "set to sign a clothing deal" with Adidas worth an estimated $8.4M annually, making it the "biggest in women's tennis," according to Stuart Fraser of the LONDON TIMES. Her current deal with Adidas expires at the end of '18. Osaka on Thursday also is expected to announce a "new partnership with a global automotive company." Due to her straight-sets win over Serena Williams on Saturday to become the first Japanese player to win a Grand Slam, bonuses "will now be triggered" in some of Osaka's existing deals. She currently endorses Yonex, Citizen and Nissin Foods Group, among others. IMG's Stuart Duguid, who reps Osaka, signed her two years ago and said, "I thought she would be an unbelievable player with marketing potential through the roof." He noted IMG also reps fellow Japanese player Kei Nishikori and said, "We know how strong that market is for endorsements -- very attractive for us and the blueprint was there" (LONDON TIMES, 9/10). FORBES' Kurt Badenhausen noted currently earns an estimated $1.5M annually in endorsements, and off-court earnings are "likely to soar ten-fold over the next couple of years." Osaka has the "potential to be the face of global tennis for the next decade," and her "position as Japan's top female athlete and first-time Slam winner will skyrocket her income" (FORBES.com, 9/9).
HOMELAND HERO: The GUARDIAN's Justin McCurry notes Japan has "heaped praise" on Osaka since her win. Japan Prime Minister Shinzo Abe "congratulated Osaka on Twitter and thanked her for 'giving Japan a boost of energy and excitement at this time of hardship'" (THEGUARDIAN.com, 9/10). REUTERS' Foster & Fujita noted Japan has been "charmed by Osaka's off-court humility and genuineness as much as her on-court ferocity" (REUTERS, 9/9). In N.Y., Motoko Rich notes the Japanese media "warmly welcomed" Osaka's victory as the "country's own" despite her being the daughter of a Haitian-American father and a Japanese mother. She is "helping challenge Japan's longstanding sense of racial purity and cultural identity" (N.Y. TIMES, 9/10).
