Naomi Osaka serves Japan brands a golden Olympic opportunity

Tennis star's US Open win boosts sponsors' hopes for 2020 merchandising

Naomi Osaka, sporting instant noodle maker Nissin's red logo on her top and swinging a Yonex racket, showcases Japanese brands in her win over Serena Williams.

AKIHIDE ANZAI, Nikkei staff writer, and DAISUKE UOZUMI, Nikkei Asian Review assistant business and markets news editor

September 13, 2018 11:00 JST

Updated on September 13, 2018 12:10 JST

TOKYO -- Naomi Osaka, the 20-year-old tennis star, became the face of Japanese sporting prowess when she defeated Serena Williams on Sunday to bring Japan its first Grand Slam title. On Thursday she became the face of Nissan Motor, as the Japanese car maker sought to cash in on her sudden fame by naming her its global ambassador.