Lotto brings back Sania Mirza as brand ambassador, names her chief advisor for women’s sports

Italian sportswear brand Lotto has announced a renewed collaboration with former Indian tennis player Sania Mirza, appointing her as brand ambassador and chief advisor for Women’s Sports, as the company sharpens its focus on women-led design and community-driven sportswear.

The partnership marks a return to a relationship that began early in Mirza’s career, when she was just 19 and emerging as a promising athlete with a strong on-court and off-court identity. Lotto associated with Mirza well before her Grand Slam titles and global recognition, backing her at a stage when she was still carving out her professional path.

A long-standing association revisited

Lotto’s decision to bring Mirza back underscores the brand’s emphasis on authenticity and individuality, values it says have long defined her public and sporting persona. The renewed association positions Mirza not only as the face of the brand but also as a strategic voice in shaping its women-centric offerings.

Commenting on the collaboration, Abhishek Ganguly, CEO of Agilitas Group, said Sania Mirza embodies the ethos Lotto seeks to represent. “Sania represents what Lotto stands for, authenticity, confidence, and a way of engaging with sport that goes beyond results. She has always stood at the intersection of sport, culture, and community in India, shaping how a generation sees self-belief and individuality. This partnership reflects that shared philosophy,” he said.

Expanding the role beyond endorsement

In her new role as chief advisor for Women’s Sports, Mirza will work closely with Lotto to guide the brand’s women’s athleisure and sportswear journey across footwear and apparel. The company said her involvement will be rooted in her lived experience as a professional athlete, with an emphasis on relevance, comfort, and inclusivity for women.

Speaking about her return, Mirza said the renewed association feels like a natural progression. “Lotto believed in me at a time when I was still discovering my own voice as an athlete. Coming back now feels natural, not just as a player, but as someone who can help shape how women experience sport and movement. This role allows me to contribute beyond the court, and that makes this partnership deeply meaningful to me,” she said.

Building community and relevance for women

Lotto said Mirza’s advisory role will focus on strengthening engagement with women athletes and consumers, helping the brand evolve alongside their changing needs rather than designing products in isolation. The collaboration aims to deepen Lotto’s connection with women by building a stronger sense of community, voice, and shared purpose within sport and movement.

The appointment signals Lotto’s broader intent to position women’s sportswear as a core growth pillar, supported by leadership voices that have shaped India’s sporting narrative.