Tennis star Osaka sees surge in sponsors as appeal of 'Naomi effect' widens

TOKYO -- Companies are turning their advertising focus to rising tennis star Naomi Osaka after she won the Australian Open on Jan. 26 and claimed the world No. 1 women's singles ranking in the process.

The 21-year-old is currently sponsored by eight companies, double the number from a year ago. Osaka's remarkable success is attracting the attention of companies, including scandal-hit Nissan Motor Co. that will soon announce that the major champion will feature in a commercial for the automaker.

Osaka sealed her first professional title at the 2018 BNP Paribas Open in March and became the first Japanese athlete to win a Grand Slam singles title in September when she upset Serena Williams in the 2018 U.S. Open final. Before her breakthrough, the Japanese ace was sponsored by noodle maker Nissin Foods Holdings Co., sportswear manufacturer Adidas, sports equipment producer Yonex Co. and satellite broadcaster Wowow Inc.

As Osaka gained more media exposure she signed contracts with Citizen Watch Co., Nissan and cosmetics maker Shiseido Co. last year. This year, major carrier All Nippon Airways Co. announced that it finalized a sponsorship agreement with the 21-year-old.

Nissan has named Osaka as its brand ambassador and plans to soon announce her appearance in a TV commercial. A "Naomi Osaka model" GT-R sports car has been available for pre-order sales from the end of last year and the automaker was flooded with more than 50 purchases, exceeding the amount it planned to sell. The sports car is so popular that there is even a waiting list to buy the vehicle.

A Nissan official explained that the so-called "Naomi effect" has continued to have a "positive impact" since the time of her U.S. Open triumph. The automaker is also hoping to eliminate its negative image following the arrest of its former chairman Carlos Ghosn.

Meanwhile, although badminton has been a key pillar of Yonex's sports-related business, the company has also placed emphasis on tennis and signed a professional contract with Osaka in 2014. Thanks to her performance, the company has recently started making more contracts with junior tennis players. A Yonex official in the advertising department stated, "We hope that the increase of children taking an interest in tennis will also boost sales."

A person involved with an advertising agency says the sport "is gaining more attention" with the ripple effect of Osaka's performance. The person, who specializes in the field of tennis, assumes that "an increasing number of companies will take an interest in sponsoring not just individuals but also tournaments."

(Japanese original by Hiroyuki Asatsuma, Sports News Department)