The face of Asian tennis already has a three-year deal with Sony. Now Special Kei has signed an endorsement deal with Nissin Food Products, the maker of Cup o' Noodles, the sustenance of choice for college kids around the world.
From Tennis Week:
The 18-year-old Japanese has signed an endorsement and patch contract with Nissin Food Product Co. Nishikori will wear the "Cup Noodles" logo on his adidas shirt starting today at the AIG Open at the Ariake Coliseum in Tokyo, Japan. Nissin manufacturers the popular Ramen instant noodle mix.
Financial terms of the deal were not disclosed.
"I am glad to announce that I have signed a contract with Nissin Food Products Co., Ltd., Japan’s most famous food manufacturer," Nishikori said in a statement. "I have loved Ramen since I was a little boy. Even now that my life is based out of the United States I continue to spend a lot of time traveling around the world and often enjoy Nissin Noodles. Instant noodles is a food culture that Nissin Food Product Co., Ltd. has spread all over the world and always reminds me of Japan. Diet is a very important aspect of my life as a professional athlete and will be a key factor to my success as a tennis player. Through my relationship with Nissin Food Product Co., Ltd., I will be able to receive great nutritional advice and strong support regarding my diet."
As my college roommate would always say as she rested her notebook on top of the steaming hot styrofoam cup (you know, to create a tight seal for the lid as it steeps for the required three minutes), "It's brain food. And now I have more beer money." I argue the former point. Can't argue with the latter.
Though I will say this. If I ate a hot cup of Cup o' Noodles before hitting the court, I'd be throwing up noodles, peas, and corn almost immediately. That stuff is NOT good for you.
Project 45 did his new sponsor proud by winning his first round match at the AIG Open, beating Robert Kendrick in three sets. Go get em, Kei!