Indian tennis icon Sania Mirza has returned as the brand ambassador for Italian sportswear brand Lotto, marking a renewed partnership that goes beyond endorsement and into leadership. This time, Mirza also steps in as chief advisor for women’s sports, a role that reflects her long standing commitment to building stronger pathways for women in athletics.
Lotto’s decision to bring Mirza back comes at a time when women’s sports in India are seeing higher visibility, increased participation and growing commercial interest. Mirza, who has won six Grand Slam titles and spent over a decade competing at the highest level, brings credibility that few athletes can match. Her influence extends beyond trophies, shaped by years of advocating for equal opportunity, fitness and confidence among young women.
In her advisory role, Mirza will work closely with the brand on product development, community programs and initiatives aimed at making sports more accessible and relevant for women. The focus is not limited to elite athletes but also includes everyday players who see sport as a tool for confidence and self belief. Lotto plans to use this collaboration to deepen its engagement with women consumers across categories such as footwear, apparel and training essentials.
For Lotto, India remains a key market as global sportswear brands compete for attention in a crowded space. Aligning with a figure like Mirza helps the brand connect on values rather than just performance. For Mirza, the partnership feels like a continuation of her journey in sport, now shaped by mentorship and impact rather than competition.
As conversations around women’s health, fitness and representation gain momentum, this collaboration positions Lotto and Sania Mirza at the center of a larger cultural shift. It signals a move from short term endorsements to long term purpose driven partnerships that aim to leave a lasting mark on the sporting ecosystem.
