Sponsorship: Citizen makes leap on Naomi Osaka victory

Naomi Osaka lifts the trophy after defeating Serena Williams to win the 2018 US Open title. Getty Images

Japanese watchmaker, Citizen, claimed a big lift with the victory of Naomi Osaka at the US Open Championships on September 9.

Highlighting what good sports sponsorship can do to a brand, Citizen’s shares rose 1.3 per cent on the Tokyo stock exchange, according to Bloomberg, a day after Osaka defeated tennis great Serena Williams 6-2, 6-4 to win the women’s title at Flushing Meadows.

Citizen’s good graces are highlighted by the fact that the sponsorship was made public a day before the commencement of the tournament.

Osaka, 20, born to a Haitian father and a Japanese mother and flies the Japanese flag, announced the sponsorship agreement on her social media accounts on August 26 before the US Open started on August 27.


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So excited to be named the new brand ambassador for @citizenwatchjp #citizen #citizenwatch #ecodrive #betterstartsnow

A post shared by Naomi Osaka 大坂なおみ (@naomiosakatennis) on

Citizen put it on their Instagram account on August 27.

Two weeks later, Osaka is a grand slam champion and the watchmaker said that there has been an increase in interest in the wristwatch she wore in her victory against Williams, the Citizen Eco-Drive Bluetooth. The company has promised her a bonus.


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大坂なおみ選手がU.Sオープンで優勝しました! CITIZENが応援している大坂なおみ選手が、ニューヨークで行われたU.S.オープンでテニス界の女王セリーナ・ウィリアムズ選手を破り優勝いたしました! . 日本中に元気を与えてくれた大坂選手。 その腕にはCITIZENのEco-Drive Bluetoothを着用して戦ってくださいました。 . 大坂選手、あらためておめでとうございます! . 【大坂選手着用モデル Eco-Drive Bluetooth W410】 Photo/Elsa/Getty Images . #citizenwatch #citizen #シチズン #betterstartsnow #ecodrive #エコドライブ #bluetooth #w410 #大坂なおみ #naomiosaka #全米オープン #全米オープンテニス #テニス #優勝 #グランドスラム #日本人初 #日本の誇り

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The new US Open winner was listed among the 50 most marketable athletes of 2018 by SportsPro last week. She made her maiden entry in 27th place in a list that has top stars Paul Pogba, Anthony Joshua, Kylian Mbappe and Stephen Curry in the top five.

Osaka, who won the $3.8million prize money, also has brand endorsements by Japanese noodle makers Nissin Group, broadcaster Wowow, apparel company Adidas and sports equipment maker Yonnex.

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