Emma Raducanu insists she’s ‘learned how to say no’ after wave of sponsorship deals that followed her US Open success – and claims she’s now ‘putting myself first’
Emma Raducanu on Balancing Stardom, Sponsorships, and Staying Grounded
Emma Raducanu is savoring the charm of London’s winter for a few more days before jetting off to sunnier shores.
“December in London is my favourite time of year,” says the 22-year-old tennis star. But come Friday, she’ll be trading fairy lights for flip-flops as she heads to New Zealand to prepare for the Australian Open.
“I’ll be in Auckland,” she shares when asked about her Christmas plans. “My best friend lives there, so I’ve spent the last two Christmases with her and her family. They have a little beach hut, so it’s a hot Christmas with a barbecue on the beach – definitely different!”
The change of scenery marks more than just a shift in temperature. It’s also a time of reflection for Raducanu, whose meteoric rise after winning the 2021 US Open thrust her into global stardom—and a whirlwind of sponsorship deals.
Navigating Fame and Fortune
Now one of the sport’s most marketable names, Raducanu was the seventh highest-earning female athlete in 2024. Her endorsement portfolio boasts major brands like British Airways, Evian, Vodafone, and Dior, among others. But she admits that managing the flood of commercial attention after her breakthrough was a learning curve.
“It took time to find the right balance between tennis and everything that came with it,” she says, reflecting on the post-US Open frenzy. “I’ve learned how to say no.”
Refocusing on Health and Performance
Injuries have sidelined Raducanu at key moments over the past couple of seasons, prompting her to make significant changes in her approach. She recently brought on Japanese fitness trainer Yutaka Nakamura to help strengthen her body and support her return to top form.
She’s also been doing the mental work—finding new motivation after already achieving what many consider a career-defining moment.
“Winning the US Open was a dream come true, but now it’s about building something sustainable,” she says. “I’ve learned a lot, and I’m excited for what’s ahead.”
As the city lights twinkle across London, Raducanu is already looking forward—to beachside barbecues, a new tennis season, and a renewed sense of control over both her game and her brand.
