Lotto Partners Former Indian Tennis Star Sania Mirza 

Italian sportswear brand Lotto has struck a partnership with former tennis player Sania Mirza as it eyes a larger market share in India’s competitive sportswear industry.  

Besides being a celebrity endorsee, the 39-year-old will also don the role of Chief Advisor for Women’s Sports in India for Lotto.

The collaboration comes a full circle as the former Indian tennis star was first associated with the brand when she was 19 years old. 

Sania Mirza stated, “Lotto believed in me at a time when I was still discovering my own voice as an athlete. Coming back now feels natural, not just as a player, but as someone who can help shape how women experience sport and movement. This role allows me to contribute beyond the court, and that makes this partnership deeply meaningful to me.”

As Chief Advisor for Women’s Sports, she will collaborate closely with Lotto on the brand’s women’s sportswear and athleisure journey, drawing on her experience and sporting legacy to build relevance and community for women across footwear and apparel. 

According to ASN data, Lotto has spent a mere US$127k in the Asian sponsorship industry since Q223, and spends have been muted after the brand withdrew from backing the Hong Kong Tennis Open in October 2024. However,  latest deal with Sania Mirza kickstarts the brand’s re-entry into the region’s sponsorship market.