Some partnerships feel strategic. Others feel personal. Lotto’s renewed collaboration with Sania Mirza belongs firmly in the latter category.
The Italian sportswear brand has announced Mirza as its brand ambassador and chief advisor for Women’s Sports, marking her second association with Lotto. This partnership carries history, trust, and a shared belief in authenticity. For Mirza, this is not just a comeback endorsement; it is a return to a brand that stood by her at 19, when she was still finding her voice as a young athlete on the global stage.
Long before Grand Slam titles and international acclaim defined her career, Lotto recognised Mirza’s individuality both on and off the court. That early belief laid the foundation for a relationship rooted in confidence, not just results. This philosophy continues to define the brand today.
“This partnership goes beyond performance,” said Abhishek Ganguly, CEO of Agilitas Group. “Sania represents authenticity and self-belief. She has always existed at the intersection of sport, culture, and community in India, shaping how an entire generation understands individuality.”
Mirza echoes that sentiment with quiet conviction. “Lotto believed in me when I was still discovering who I was as an athlete,” she shared. “Coming back now feels natural, not just as a former player, but as someone who can help influence how women experience sport, movement, and confidence.”
As chief advisor for Women’s Sports, Mirza will work with Lotto to guide its women’s athleisure and sportswear strategy across footwear and apparel. Drawing from her experience, she will help ensure the brand evolves with women, reflecting their needs, aspirations, and realities, rather than simply designing for them.
The focus is clear: building community, relevance, and representation in women’s sport. Mirza’s involvement is expected to bring a sharper perspective to Lotto’s women-first initiatives, reinforcing a sense of belonging and empowerment that extends beyond the gym or the court.