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Kei Nishikori’s historic run at the Australian Open generated a torrent of publicity for his sponsor, Fast Retailing Co., but Sony Corp. and Adidas AG both missed out after declining to renew endorsement deals with Japan’s top tennis player.

NHK purchased the rights to air Nishikori’s Australian Open quarterfinals match Wednesday against British No. 4 seed Andy Murray, which an estimated 55 million viewers tuned into.

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