British tennis star Emma Raducanu has reportedly been dropped by leading sponsor Vodafone after negotiations broke down over financial terms, according to The Mail on Sunday.
The 22-year-old, who became a global sensation after her stunning US Open triumph in 2021, had been earning an estimated £3 million annually from the partnership. However, sources cited in the report claim Vodafone chose not to renew the deal due to what they considered excessive financial demands from Raducanu’s camp.
Raducanu was first announced as a Vodafone ambassador in December 2021, at a time when a flood of sponsorship deals followed her meteoric rise. Among those deals were high-profile partnerships with Dior and Tiffany & Co., reportedly worth around £2 million each. Vodafone, however, was believed to be her most lucrative arrangement.
Setback Amid Career Struggles
The end of the Vodafone deal may mark a significant setback for Raducanu, who has struggled to replicate the success of her breakout season. Since winning the US Open, she has faced frequent injury issues and has yet to add another WTA title to her résumé.
Still, Raducanu made a promising run to the quarter-finals at the 2025 Miami Open—her best showing at a WTA 1000 event—lifting her ranking back into the top 50. She is currently ranked No. 47 in the world.
Despite her on-court challenges, Raducanu remained one of the most marketable athletes globally in 2024. She was named the seventh highest-paid female athlete of the year, with the majority of her estimated $14 million earnings coming from sponsorships. Only Olympic skier Eileen Gu reportedly earned more among non-tennis athletes.
Questions Over Marketability
The reported end of her Vodafone deal has sparked speculation about the longevity of her commercial appeal. A previous claim that her long-term partnership with Porsche had also ended was later denied by the carmaker.
Raducanu has not played since her Miami Open run, where she lost a tight three-set battle to eventual finalist Jessica Pegula. She has since withdrawn from the Billie Jean King Cup qualifiers and the Rouen Open and is now expected to return at the upcoming Madrid Open.
