Naomi Osaka Set To Land Adidas' Biggest Female Payday 09/14/2018

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After Ramos had to be escorted off court, Williams used her post-match press conference to suggest that men avoid such punishment for similar on-court behaviour.

YOKOHAMA, Japan, (Reuters) - Japan's Nissan Motor Co has signed U.S. Open champion Naomi Osaka as its next brand ambassador, the automaker said on Thursday, tapping the tennis star's youth, drive and Japanese roots to appeal to younger customers.

Serena Williams has been lashed for her US Open final meltdown by world number 25 Barbora Strycova who rubbished the American's "sexist" claims against chair umpire Carlos Ramos.

Osaka, whose world ranking rose 12 spots to No. 7 on Monday, made history on September 8 in NY by becoming the first Japanese to win a Grand Slam singles title, beating decorated veteran Serena Williams in straight sets. The insider adds that umpires thought Ramos was "thrown to the wolves for simply doing his job and was not willing to be abused for it".

Williams accused Ramos of sexism after the match and pointed out that male players have been more aggressive verbally with umpires than she was, but had been not been penalized the same way. "So, I was really happy that she said that".

Ramos told the Portuguese newspaper, Tribuna Expresso, "I'm fine, given the circumstances".

Martina Navratilova, an 18-time Grand Slam singles champion, also took a swipe at Williams' behaviour, The Sydney Morning Herald reported. To combat this, some umpires are weighing the idea of saying no every time they are asked to officiate a Williams match, unless she apologizes to Ramos.

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The Guardian reports, similarly, that tennis' top umpires are considering forming a union in the wake of the Williams backlash, as they were disappointed that the Women's Tennis Association and the United States Tennis Association were quick to side with Williams, and that it took the International Tennis Federation almost two days to vocalize its support for Ramos.

Ramos has received support from the International Tennis Federation (ITF).

"This is a bulls**t, for umpires being women or men doesn't matter", said the world No. 25.

"I think the umpire did what was within his rights", Murray told BBC Sport.

Osaka said she was taught as a youngster to ignore the other side of the court.

"It's a delicate situation, but umpiring "a la carte" doesn't exist". But Powell tells Marketing Daily he thinks it is likely: "Brands are smart to share their core values with their consumers", he says.

"But if you were talking about my tennis, I think my tennis is not very Japanese".

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