Osaka’s absence from majors could hurt sponsorships

Naomi Osaka has withdrawn from next week’s Australian Open, the second major she will miss in the last three held, and her lack of court time “may contravene” some of her endorsement deals and “make her a risky investment,” according to Peter Bodo of TENNIS. Sponsors could feel that they are “just not getting their money’s worth.” Former Nike Dir of Tennis Mike Nakajima said that sponsorships “generally come with plenty of obligations and conditional clauses.” Some examples include “participation targets to hit, bonus payouts contingent on performance, and other strings attached.” Not meeting those commitments can “lead to a reduction in player compensation.” Nakajima: “If you’re a Nike athlete but not playing, it doesn’t do Nike any good.” Bodo wrote it also does “not help Nike” when Osaka is “doing ads for Mastercard, Louis Vuitton, Workday, Nissin or any of her other, numerous sponsors.” Additionally, Mastercard execs “can’t be happy if Osaka is not out there in high profile matches, as she has been in the past, sporting their logo.” Visibility for sponsors is the “end-all and be-all, and there comes a point where the prestige of mere association may not be enough to keep them enthusiastic.” It is “too early to gauge how much — if any — blowback” Osaka will receive, but it is also “difficult to predict how long sponsors will embrace Osaka if she isn’t playing tennis” (TENNIS, 1/9).

Naomi Osaka has withdrawn from next week’s Australian Open, the second major she will miss in the last three heldGetty Images