The Real Reason Media Won’t Touch Kei Nishikori’s Affair Scandal

Even during the affair, he showed his faithfulness by wearing Uniqlo

“To all those concerned, including tennis fans, the Japan Tennis Association, and sponsors, I deeply apologize for causing discomfort, concern, and inconvenience.”

National tennis player Kei Nishikori (35) has acknowledged the reports of his affair and issued an apology.

The June 19 issue of Shukan Bunshun published a scoop titled: “Kei Nishikori’s Uniqlo Affair with a Beautiful Model”.

Nishikori rose to fame when he became runner-up at the 2014 U.S. Open, the first Japanese man to reach a Grand Slam final. The following year, he reached a world ranking of No. 4, the highest ever for a Japanese male player, and in 2016, he won a bronze medal in men’s singles at the Rio Olympics.

In his personal life, he married former model Ako Mizuki in December 2020, and the couple has two children.

“He resides in Florida but returned to Japan for medical treatment and rest. It was during this time that he was photographed by Bunshun meeting in secret with model Azuki Oguchi. According to the report, their relationship began when they met in Hawaii just before his wedding to Mizuki. It’s shocking to many fans—just before the wedding should have been the happiest time, yet it seems he couldn’t control his impulses,” said a sports newspaper reporter.

It’s certainly a far cry from Nishikori’s clean public image. Since 2011, he has had a sponsorship contract with Uniqlo, serving as a global brand ambassador. He competes wearing Uniqlo apparel and has contributed to the development of their tennis wear. For years, Uniqlo has supported his career and partnered with him on social contribution efforts through sports.

According to Uniqlo’s website, since 2022 Nishikori has been involved in the “Next Generation Development Program,” a youth training initiative. Last year, alongside wheelchair tennis legend Shingo Kunieda, he also helped raise awareness for parasports.

Uniqlo likely resonated with Nishikori’s mindset and values, sharing a sense of mutual commitment. Perhaps as a symbol of that loyalty, even during his affair rendezvous captured by Bunshun, Nishikori was dutifully wearing a long-sleeved Uniqlo T-shirt.

In contrast, Oguchi is a relatively unknown model. By the time Bunshun published its report, her Instagram, X (formerly Twitter), and her agency’s website had all been deleted. In exchange for her affair with Nishikori, she seemingly vanished from the entertainment industry without a trace. Unsurprisingly, she has made no public comment.

Major media cozying up to the sports world

In the midst of the turmoil, Nishikori released a public statement on the same day the magazine was published. In addition to apologizing to fans and sponsors as mentioned earlier, he also expressed remorse to his family:

“I deeply regret causing sadness and pain to my wife, my children, and both of our parents.”

While many celebrities deny or evade affair allegations, Nishikori quickly and openly raised the white flag. However, surprisingly, major mass media outlets like TV networks and sports newspapers have not widely covered the scandal.

“Athletes like Nishikori are managed by top-tier sports agencies. You can’t even use a single photo without permission. Thinking about maintaining future relationships, many media outlets are reluctant to report such matters prominently. In the sports world, ties with the media are very tight, and it’s rare for scandals to be covered. If anything, the agencies or teams usually have the upper hand,” said a TV station insider.

A recent example of this power dynamic occurred last year when NPB (Nippon Professional Baseball) revoked Fuji TV’s press credentials and essentially blacklisted them after they aired a program about MLB’s World Series during Japan’s Nippon Series. The incident became a controversy.

On June 11, Japan’s Fair Trade Commission issued a warning to NPB, stating that their actions could potentially violate antitrust laws by obstructing business dealings with competitors—clearly showing how popular sports organizations, teams, and athletes wield enormous power to refuse media access.

“There are many other cases that haven’t been reported where entire programs or directors are effectively banned. Unless they apologize with the desperation of a dogeza (kneeling bow), they’ll never get another interview. That’s why, even if Nishikori or his agency releases a statement, the media avoids reporting on it heavily for fear of upsetting them,” the same TV insider added.

With that said, attention naturally turns to how Uniqlo, which has long featured Nishikori as a brand ambassador, will respond. When this site reached out to Uniqlo regarding the future of their partnership, the company replied:

“At this point, we have nothing to comment. We will confirm the facts and consider appropriate action if necessary.”

Even a superstar who has overcome countless challenges seems unable to resist the temptations of desire — such is the reality.