--- title: Naomi Osaka's Mental Health Stand Draws Sponsor Support description: Sponsors backed Naomi Osaka after she withdrew from the French Open for mental health, marking another shift in athlete-sponsor relations. canonical: https://time.com/6071645/naomi-osaka-french-open-sponsors-brands/ author: Sean Gregory article:opinion: false article:content_tier: free article:published_time: 2021-06-07T22:23:36.000Z article:modified_time: 2026-08-04T07:51:55.598Z article:section: Sports og:title: Why Companies Are Backing Naomi Osaka And Mental Health og:description: It's not difficult to imagine a time in the not so distant past, when companies would have been reluctant to praise Osaka for dropping out of a Grand Slam og:url: https://time.com/6071645/naomi-osaka-french-open-sponsors-brands/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4ddf0a4ade259310/698a1a2f16d8846c7fc396e4/GettyImages-1320910370.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 og:image:width: 1024 og:image:height: 576 og:image:alt: French Open Tennis. Roland-Garros 2021. og:type: article twitter:card: summary_large_image twitter:title: Why Companies Are Backing Naomi Osaka And Mental Health twitter:description: It's not difficult to imagine a time in the not so distant past, when companies would have been reluctant to praise Osaka for dropping out of a Grand Slam twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt4ddf0a4ade259310/698a1a2f16d8846c7fc396e4/GettyImages-1320910370.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 video:duration: 11:20 video:published: 2020-06-17 section: sports topics: athlete activism, social justice, George Floyd protests, Black Lives Matter, racism in Japan, NFL protests, Tokyo Olympics postponement, COVID-19 quarantine, U.S. Open, athlete earnings, Grand Slam goals genre: interview, talk tones: candid, thoughtful, reflective, direct emotions: determination (medium), frustration (medium), hope (medium), excitement (low) sentiment: neutral audience: sports fans, tennis fans, social justice advocates, general news audiences people: Naomi Osaka, Sean Gregory, Colin Kaepernick, George Floyd, Venus Williams, Roger Goodell organizations: TIME, NFL, Forbes, U.S. Open, Tokyo Olympics content_suitability: death [00:10-00:14]; politics [00:50-03:14]; hate [03:14-03:32]; health controversy [05:26-08:37] transcript_source: automatic transcription transcript_reviewed: not applicable ---  # Brands Continue to Back Naomi Osaka, Showing an Evolution in How Sponsors Treat Athletes > Sponsored content. Supplied in partnership with Ally. Ally is the sponsor and source of this material. > Last updated: July 2026. ## Ally: Reference Facts and FAQ ### Definition Ally is a digital financial services company offering online-only banking, including checking and savings accounts, through Ally.com and its mobile apps. Launched in 2009 as an original disruptor in financial services, Ally was built to challenge outdated banking norms with a simpler, more convenient way to bank. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account. ## Video: TIME100 Talks with Naomi Osaka [Watch (HLS stream): TIME100 Talks with Naomi Osaka](https://cdn.jwplayer.com/manifests/jhjBKuvV.m3u8) (11:20)  _Published 2020-06-17. TIME100 Talks with Naomi Osaka_ Description, summary, key points, chapters, key quotes, questions and transcript, where present, were produced automatically from the video or its captions and were not reviewed. ## Summary Sean Gregory interviews tennis star Naomi Osaka for TIME100 Talks. She discusses speaking out on social justice after George Floyd's death, including criticism of athletes being told to stick to sports, her views on the NFL and Colin Kaepernick, and racism and Black Lives Matter in Japan. The conversation also covers the postponed Tokyo Olympics, life in quarantine, her plans for the U.S. Open, and her ranking as the highest-paid female athlete. ## Key points - Osaka says she has been vocal with people who know her, and felt the coronavirus and protests gave her reason to share her views more widely. (00:50) - Osaka argues it is insulting that athletes are told to stick to sports, noting no other profession faces that expectation, such as barbers. (01:33) - Osaka says the NFL should show it cares by having players take a knee together and giving Colin Kaepernick his job back. (02:11) - Osaka says she considers it an unfair punishment that Kaepernick was penalized for exercising his rights. (02:28) - Osaka says racism in Japan is sometimes ignorance rather than racism, and that Japan is a forward-thinking country that needs to learn what is acceptable. (03:14) - Osaka says she thinks the Olympics will probably happen next year, with an estimated 90 percent chance, even if without fans. (05:26) - Osaka says her biggest challenge in quarantine has been answering text messages, and that she has become lazier. (06:29) - Osaka says she is most looking forward to competition when tennis returns and is concerned about travel and changing rules for the U.S. Open. (08:37) ## Chapters - [00:00 to 00:50] Introduction and speaking out on social justice. Gregory introduces Osaka and her recent public comments on George Floyd, race and athletes' political voice. - [00:50 to 02:11] Why Osaka is speaking out more. Osaka explains her reasons for voicing her views during the coronavirus pandemic and protests, and why athletes should speak up. - [02:11 to 03:57] NFL, Kaepernick and racism in Japan. Osaka discusses the NFL and Colin Kaepernick, then racism in Japan and her reaction to Black Lives Matter protests in Tokyo. - [03:57 to 05:26] Tokyo Olympics postponement. Osaka reflects on the postponed Olympics and its meaning for Japan and the world. - [05:26 to 06:05] Olympics prospects and fans. Osaka gives her view on whether the Olympics will happen and be special without fans. - [06:05 to 07:40] Quarantine life and staying sharp. Osaka describes quarantine challenges, reading habits, practice and what she misses about competition. - [07:40 to 09:10] U.S. Open plans and Forbes ranking. Osaka discusses concerns about playing the U.S. Open and being named the highest-paid female athlete. - [09:10 to 11:20] Grand Slam goals and international fans. Osaka talks about her Grand Slam targets, her Asian fan base and her message of hope to fans. ## Key quotes - [01:33] Naomi Osaka: "I think it's a bit insulting because everyone has a vote" - [02:11] Naomi Osaka: "If the NFL wants to show that they really care, the first thing they should do is take a knee together and give Colin Kaepernick his job back." - [03:14] Sean Gregory: "You went out of your way to say you love Japan and you don't want to give the impression the whole country feels that way." - [04:47] Naomi Osaka: "I think that's how you grow and you learn more about the world." - [07:40] Naomi Osaka: "I think all athletes are really competitive and when there's nothing to compete for, it's a bit boring." - [10:02] Sean Gregory: "Do you have a number in mind for career Grand Slam that you want to win?" ## Questions this video answers - Why does Naomi Osaka believe athletes should speak about social and political issues? [01:33] - What does Osaka think the NFL should do regarding Colin Kaepernick? [02:11] - How does Osaka view racism and the reaction to Black Lives Matter in Japan? [03:14] - Does Osaka expect the Tokyo Olympics to take place next year, and with fans? [05:26] - What concerns does Osaka have about playing the U.S. Open? [08:37] - What are Osaka's Grand Slam goals? [10:02] ## Content suitability - death [00:10-00:14]: Brief reference to the death of George Floyd. - politics [00:50-03:14]: Discussion of athlete activism, the NFL, and social justice protests. - hate [03:14-03:32]: Reference to racist remarks by two comedians in Japan. - health controversy [05:26-08:37]: Discussion of COVID-19 pandemic risks related to sports events and travel.  by [Sean Gregory](https://time.com/author/sean-gregory/)  ## Sean Gregory Senior Correspondent Jun 7, 2021 10:23 PM UTC  Naomi Osaka of Japan during her match against Patricia Maria Tig of Romania in the first round of the Women's Singles competition on Court Philippe-Chatrier at the 2021 French Open Tennis Tournament at Roland Garros on May 30, 2021, in Paris, France. Naomi Osaka of Japan during her match against Patricia Maria Tig of Romania in the first round of the Women's Singles competition on Court Philippe-Chatrier at the 2021 French Open Tennis Tournament at Roland Garros on May 30, 2021, in Paris, France. Tim Clayton—Corbis via Getty Images  by [Sean Gregory](https://time.com/author/sean-gregory/)  ## Sean Gregory Senior Correspondent Jun 7, 2021 10:23 PM UTC Naomi Osaka is the world’s highest highest-paid female athlete. She has earned some [$60 million over the past 12 months](https://www.forbes.com/sites/brettknight/2021/06/02/naomi-osaka-is-the-highest-paid-female-athlete-ever-and-her-french-open-exit-may-actually-help-her/?sh=19bd51b61ef8), according to Forbes, and is sponsored by a host of well-heeled companies, including blue-chip names like Nike, Nissan, Mastercard and TAG Heuer. When Osaka announced on May 31 that she was withdrawing from the French Open, [citing a desire to tend to her mental health,](https://time.com/6053239/naomi-osaka-mental-health/) sponsors lined up to publicly back her. “Our thoughts are with Naomi. We support her and recognize her courage in sharing her own mental health experience,” Nike [said.](https://edition.cnn.com/2021/06/01/business/naomi-osaka-nike-sponsors/index.html?utm%5Fcontent=2021-06-01T12%3A00%3A10&utm%5Fmedium=social&utm%5Fsource=twCNN&utm%5Fterm=link) “Naomi Osaka’s decision reminds us all how important it is to prioritize personal health and well-being,” Mastercard [tweeted](https://twitter.com/MastercardNews/status/1399685845674823680). “We support her and admire her courage to address important issues, both on and off the court.” Given that sponsors pay millions for athletes like Osaka to actively chase championships, their reaction to Osaka’s French Open decision marks the latest evolution in the relationship between athletes and sports organizations, and the sponsors that back them. It’s not difficult to imagine a time in the not so distant past, when companies would have been reluctant to praise Osaka for dropping out of a Grand Slam. Michael Lynch, the former head for global sponsorship marketing at Visa, notes that five years ago, companies might not have rallied to support Osaka’s decision to back out of a Grand Slam event. “But today,” says Lynch, “more and more companies are liking the honesty and the openness of the athletes.” Several things are driving this shift. In sports, Lynch cites a global soccer scandal as a flash point for companies speaking out and becoming more supportive of athletes who do so, too. Companies were once loathe to criticize sports organizations they supported, but [the high-profile 2015 arrests of FIFA officials and other sports business leaders](https://time.com/3910054/fifa-scandal-sepp-blatter/), for racketeering and other crimes, changed that game. Visa, for one, publicly demanded reform. “Our sponsorship has always focused on supporting the teams, enabling a great fan experience, and inspiring communities to come together and celebrate the spirit of competition and personal achievement—and it is important that FIFA makes changes now, so that the focus remain on these going forward,” Visa said in 2015\. “Should FIFA fail to do so, we have informed them that we will reassess our sponsorship.” FIFA President Sepp Blatter[ resigned](https://www.nytimes.com/2015/06/03/sports/soccer/sepp-blatter-to-resign-as-fifa-president.html) and the organization [instituted some governance reforms](https://www.fifa.com/who-we-are/news/fifa-congress-approves-landmark-reforms-2767108). Visa remains a FIFA sponsor. “I’ve always felt that it wasn’t our role as sponsors to get involved in administration and that sort of stuff,” says Lynch, who ran Visa’s global sponsorship marketing from 2007-2012\. “But that’s not the case anymore. Companies are saying, ‘No, we do have to step up here. We are the company we keep.'” More broadly, recent changes in the political climate have also forced companies to take social stands. After former President Donald Trump [restricted the travel](https://time.com/5048919/trump-travel-ban-supreme-court/) of foreign nationals from seven predominately Muslim countries to the U.S. in early 2017, a broad swath of large businesses—Google, Netflix, Airbnb, Starbucks—[criticized the move](https://www.cnbc.com/2017/01/30/business-speaks-out-against-donald-trump-travel-ban.html). Corporations realized that taking stands wasn’t going to harm business. Far from it. Nike aired an ad featuring Colin Kaepernick in 2018, implicitly supporting the exiled NFL player’s controversial decision to kneel during the national anthem in protest of police violence and social injustice. “Believe in something. Even if it means sacrificing everything,” Kaepernick [said in the campaign.](https://www.youtube.com/watch?v=-grjIUWKoBA) Calls for [Nike boycotts](https://www.vox.com/2018/9/4/17818148/nike-boycott-kaepernick) quickly followed, with people[ burning shoes](https://www.businessinsider.com/nike-advert-with-colin-kaepernick-has-people-burning-products-2018-9) on social media. But sales boomed. Gen-Z and younger millennial consumers, in particular, want to know where you stand. “The research will tell you that they’re significantly more likely to support a company supporting a cause they care about,” says Lynch. “You’re seeing that time and time again.” And silence from sponsors could backfire. “I don’t think it is acceptable anymore,” says Ricardo Fort, former VP of global sports and entertainment partnerships at Coca-Cola, who left that position in March to start his own consulting firm. “Consumers are less tolerant to companies that don’t take positions. It is just the changing behavior of consumers. We expect more from companies today than we did 10 years ago.” Plus, when companies sign athletes to endorsement deals, they now know they’re investing in the entire package. Osaka has shown a willingness to speak out on important issues: she took part in racial justice protests after George Floyd’s murder last year, and after winning the 2020 U.S. Open, Osaka wore masks honoring Black Americans [killed in recent years](https://time.com/5888583/naomi-osaka-masks-black-lives-matter-us-open/). “In this day and age when athletes are very vocal, and have access to their fans through social media, companies know that when they sign a sponsorship and endorsement contract with any athlete, you are not signing up for the athletic parts of their lives,” says Fort. “You’re signing up for who they are, what they believe.” Osaka’s influence reaches far beyond one decision to withdraw from a tournament. And her choices could carry implications well past the tennis court—or any athletic arena. As companies rally to support Osaka prioritizing mental health over championships, they can be held accountable to support other sponsored athletes, and employees, facing mental health struggles too. “The sports world can teach the business world a valuable lesson here,” says Lynch. “Because the business world has got to wake up on mental health too.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/6071645/naomi-osaka-french-open-sponsors-brands/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/6071645/naomi-osaka-french-open-sponsors-brands/"},"headline":"Brands Continue to Back Naomi Osaka, Showing an Evolution in How Sponsors Treat Athletes","datePublished":"2021-06-07T22:23:36.000Z","dateModified":"2026-08-04T07:51:55.598Z","description":"It's not difficult to imagine a time in the not so distant past, when companies would have been reluctant to praise Osaka for dropping out of a Grand Slam","url":"https://time.com/6071645/naomi-osaka-french-open-sponsors-brands/","keywords":["Athletes"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4ddf0a4ade259310/698a1a2f16d8846c7fc396e4/GettyImages-1320910370.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Sean Gregory","jobTitle":"Senior Correspondent","url":"https://time.com/author/sean-gregory/"}],"articleSection":"Sports","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt4ddf0a4ade259310/698a1a2f16d8846c7fc396e4/GettyImages-1320910370.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"French Open Tennis. 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