David Blecken
Jan 30, 2019

Naomi Osaka’s value for Nissin

The Haitian-Japanese tennis star remains a significant asset for the noodle brand despite its ‘whitewashing’ blunder, but it can do more to augment its sponsorship.

Naomi Osaka with the Australian Open trophy (Jewel SAMAD / AFP)

Of all the brands that have chosen to sponsor Naomi Osaka, the world’s top-ranked female tennis player as of this week, Nissin is perhaps the most intriguing. There is no obvious link between instant ramen and tennis, but the maker of Cup Noodle has brought imagination to its sponsorship that others including ANA, Nissan and Citizen have not.

Until the whitewashing’ controversy that preceded Osaka’s win of the Australian Open on Saturday, Nissin...

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