Kei Nishikori is Becoming a Marketing Powerhouse in Japan

Written by: Staff on 30th January 2012

Kei Nishikori is Becoming a Marketing Powerhouse in Japan

Kei Nishikori of Japan reacts after winning a point in his men's fourth round match against Jo-Wilfried Tsonga of France at the Australian Open Grand Slam tennis tournament in Melbourne, Australia, 23 January 2012. Nishikori won in 5 sets 2-6, 6-2, 6-1, 3-6, 6-3. EPA/HOW HWEE YOUNG |

Electronic giant Sony may be lamenting a decision to let a contract endorsement with Kei Nishikori expire last November, only two months before the man made a breakthrough by reaching the fourth round of the Australian Open against Andy Murray.

At No. 26 – the highest ever for a Japanese man – Nishikori is a virtual marketing machine at home, with clothing sponsor Uniqlo getting calls to start marketing a tennis line based upon the popularity of the company gear that Nishikori wears on court.

Nishikori’s third-round match against Jo-Wilfried Tsonga attracted an estimated 55 million viewers in Japan, not bad for a country of 127 million.

“The fact that their phones are ringing is exactly why Kei is doing endorsement deals that are much larger than for the average tennis player,” Nishikori’s agent Olivier Van Lindonk of IMG told Bloomberg.

“Uniqlo can become a partner for Kei for a long time, even after his playing days are over. It’s more something that’s going to build over the years.”

Nishikori formerly wore adidas clothing before the Uniqlo deal was negotiated. Racquet manufacturer Wilson will begin selling a Nishikori racquet in Japan this spring, reports indicate.

Topics: Kei Nishikori