Emma Raducanu Faces Sponsorship Risks Amid Struggles to Regain Winning Form
Emma Raducanu, once hailed as the future of British tennis, has been warned about the potential loss of her lucrative £9 million sponsorship deals if she fails to reignite her winning streak. The 22-year-old, who captured global attention with her remarkable US Open victory in 2021, now faces mounting pressure to perform on the court as her rankings and marketability come under scrutiny.
Struggles Since Breakthrough
Raducanu’s meteoric rise in 2021 made her a sought-after figure in the commercial world, securing sponsorship deals with prestigious brands like Dior, Porsche, Tiffany & Co., Vodafone, Evian, and British Airways. However, injuries and inconsistent performances have hindered her ability to replicate her US Open success, leaving her ranked 57th in the ATP World Rankings. She now trails British No. 1 Katie Boulter, ranked 34th.
Sports finance expert Dr. Rob Wilson voiced concerns about Raducanu’s future, stating that her endorsement deals are at risk if she fails to deliver on the court. “If she doesn’t start winning games or progressing deeper into tournaments, she’ll struggle to renegotiate or renew her commercial endorsements,” he told OLGB. “It would be a shame because she’s hugely talented and marketable.”
The Sponsorship Portfolio at Stake
Raducanu’s sponsorship earnings have made her one of the top-paid female athletes globally. In 2024, she was ranked the seventh highest-paid female athlete by Sportico, earning £9 million in endorsements and £11 million overall.
Her notable sponsorship deals include:
- Vodafone: £3 million
- Tiffany & Co.: £2 million
- Dior: £2 million
- British Airways: £1 million
- Nike: £100,000
- Wilson: £100,000
- Porsche, HSBC, and Evian: Earnings undisclosed
Despite the lucrative deals, Raducanu’s setbacks have already had consequences. MailOnline revealed that Porsche reclaimed the 911 Carrera GTS Cabriolet initially provided to her. However, Raducanu recently shared a photo of a new Porsche on Instagram, indicating a possible renewal of her arrangement with the brand.
Encouraging Signs of Recovery
Raducanu has shown promising signs of recovery in recent months. After falling to 303rd in the world rankings in April due to injuries, she has climbed back into the top 60. Reflecting on her journey, Raducanu told BBC Sport, “Sometimes I need reminding: I’m top 60 and I’ve played less than 15 events, which is pretty unheard of. I have to pat myself on the back for that.”
She ended 2024 on a positive note, winning all three matches at the Billie Jean King Cup and leading Great Britain to the semi-finals. Despite missing the Olympics and exiting early at the US Open, Raducanu remains optimistic about her future. “I know I’m a dangerous player. I know no-one wants to pull my name in the draw,” she said confidently. “I take pride in that and look forward to staying on court longer next year.”
Looking Ahead
As Raducanu works to regain her winning form and maintain her commercial appeal, her focus remains on building momentum for 2025. With her talent and determination, the tennis star hopes to prove that her 2021 triumph was just the beginning of a long and successful career.
