In a surprising shake-up in the world of tennis sponsorships, German rising star Eva Lys has taken over the coveted Porsche partnership previously held by Emma Raducanu.
Raducanu, once the face of Porsche following her 2021 US Open win, has seen signs of the partnership unravel. Her absence from the Porsche-sponsored Stuttgart tournament this week — without even receiving a wildcard — raised eyebrows. Reports that her Porsche vehicle was recalled added fuel to speculation about a split between the British player and the luxury brand.
While Raducanu was originally scheduled to compete in Rouen, she withdrew to focus on a training block, leaving the spotlight open for Lys. The 23-year-old, who recently became Germany’s No.1 and made an impressive fourth-round run at the Australian Open as a lucky loser, now steps in as the new face of Porsche in women’s tennis.
“I’m incredibly honored to join the Porsche family – a brand that represents everything I admire: performance, precision, and elegance,” said Lys.
Dr. Sebastian Rudolph, Vice President of Communications, Sustainability, and Politics at Porsche AG, welcomed the partnership: “Porsche has supported Eva Lys for years. We’re thrilled she is now competing as a Friend of the Brand and wish her success at the Porsche Tennis Grand Prix.”
Lys is set to make her debut under the Porsche banner against Jasmine Paolini at Stuttgart. As the sponsorship torch passes, the tennis world watches closely to see what’s next for both Lys and Raducanu in this evolving off-court drama.
