Following her third-round exit from the 2025 US Open, Emma Raducanu secured a groundbreaking role as the first global ambassador for Wild, a UK-based sustainable personal care brand. Announced on September 2, 2025, during the tournament, the deal sees Raducanu fronting Wild’s “Champions of Change” campaign, promoting eco-friendly products like deodorant, shower gels, and hand wash across social media and television, as reported by *The Mirror US* and *Cosmetics Business*. Raducanu, the 2021 US Open champion, expressed enthusiasm for the role, stating, “I’m excited to join Wild in inspiring people to choose better for themselves and the planet.” The partnership aligns with her values of sustainability and innovation, with Wild praising her as a “trailblazer” who challenges norms in tennis and beyond.
Raducanu’s US Open campaign ended abruptly on August 29, 2025, with a 6-1, 6-2 loss to Elena Rybakina in 62 minutes, a match she described to *BBC Sport* as a “difficult experience” due to Rybakina’s superior play. Despite the defeat, Raducanu’s 2025 season showed progress, with two wins at Flushing Meadows—her first since her 2021 title—against Ena Shibahara (6-1, 6-2) and Janice Tjen (6-2, 6-1). These victories, per *The Guardian*, marked a return to form, pushing her to No. 34 in the WTA rankings. She remained optimistic, noting, “I need to try my best to not let this match overshadow all the good work I’ve been doing.”
The Wild deal bolsters Raducanu’s sponsorship portfolio, which faced scrutiny after Vodafone ended their £3 million-a-year partnership in April 2025, citing her “excessive” financial demands, per *GB News*. With eight remaining endorsements, including Nike, Dior, and HSBC, and her company Harbour 6 reporting £10.2 million in profits in 2024, Raducanu’s off-court earnings remain robust. However, brand expert Nick Ede warned in *Daily Mail* that inconsistent results could threaten future deals, stating, “Brands want winners, and currently she’s not winning.” Raducanu’s new role with Wild counters this narrative, positioning her as a pioneer in sustainable branding.
Raducanu’s focus on meaningful partnerships reflects her resilience amid personal and professional challenges, including media speculation about her relationships, which she dismissed via social media, per *Tennis365*. As she prepares for the Billie Jean King Cup Finals in November 2025, alongside Katie Boulter, her new role with Wild underscores her commitment to impact beyond tennis. “This is about creating change that lasts,” she told *The Mirror US*, signaling her intent to leverage her platform while rebuilding her on-court momentum for 2026.
