Sarah Stier/Getty ImagesProcter & Gamble, All Nippon Airways, and Japanese ramen company Nissin all signed endorsement deals with Osaka to use her around marketing for the Games, according to Forbes.
"If you're talking about an international sporting event like the Olympics, she's your international star you're going to market it around," Bob Dorfman, a veteran sports marketer, told TIME last year. "She's got American appeal, Caribbean appeal, Japanese appeal. As nationalities continue to mix in this world, that makes her even more desirable."
After a bidding war with Adidas, who Osaka previously partnered with, Nike reportedly paid Osaka more than $10 million last year in an agreement that runs through 2025, per Forbes. Neither Nike nor Osaka's rep has confirmed the financial details of the endorsement agreement.
It plans to launch an Osaka streetwear line in the fourth quarter and gave Osaka a rare exception to its requirement that tennis players only wear Nike gear during a match.