Lotto ropes in Sania Mirza to drive its women’s sports vision

Sania Mirza, India’s celebrated tennis champion, has signed on as Brand Ambassador and Chief Advisor for Women’s Sports at Lotto, strengthening the sportswear brand’s commitment to empowering female athletes and active lifestyles. In her expanded role, Mirza will not only front Lotto’s campaigns but also guide initiatives aimed at supporting women in sports.

Mirza’s association with the brand is expected to spotlight women’s participation in athletics, promote fitness culture and encourage the development of sports infrastructure and opportunities for women. Her deep experience in professional sports and broad influence make her a fitting partner for a company seeking to connect with aspirational and performance-driven audiences.

As Chief Advisor, Mirza will work with Lotto to shape programmes that inspire and uplift female athletes — from grassroots participation to competitive platforms. She will help inform product design, community outreach and strategic partnerships that foster greater inclusion and recognition for women in sports.

The brand’s decision to align with a high-profile athlete reflects a growing trend in sports marketing where authentic athlete voices shape brand narratives and resonate deeply with consumers. Mirza’s role underscores Lotto’s focus on not just performance apparel but also the broader values of confidence, resilience and active living.

Beyond traditional endorsements, her involvement is set to bring meaningful engagement around women’s sports through events, campaigns and advocacy efforts that spotlight achievements and encourage wider participation.