Following her third-round exit from the 2025 US Open, Emma Raducanu announced a significant new endorsement deal with Wild, a sustainable personal care brand, becoming their first global ambassador. The partnership, unveiled during the US Open, 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. The deal, reported by *The Mirror US* and *Cosmetics Business* on September 2, 2025, aligns with Raducanu’s values of sustainability and breaking boundaries, both in sport and personal care. Wild’s co-founder, Charlie Bowes Lyon, praised her as “the definition of a champion of change,” noting her role in challenging the status quo in tennis and now in sustainable living.
Raducanu’s US Open campaign ended in a 6-1, 6-2 loss to Elena Rybakina on August 29, 2025, a match she described as a “difficult experience” due to Rybakina’s superior play. Despite the defeat, Raducanu remained optimistic, telling *BBC Sport*, “I need to try my best to not let this match overshadow all the good work I’ve been doing.” Her 2025 season showed progress, with third-round appearances at the Australian Open and Wimbledon, a semi-final at the Citi DC Open, and a rise to No. 34 in the WTA rankings. Reflecting on her loss, she acknowledged the challenge of facing top players, saying, “When the very top play against me, they have a point to prove,” but emphasized her growth and newfound comfort at Flushing Meadows, her “happy place” since her 2021 title.
The Wild deal comes amid scrutiny over Raducanu’s sponsorship portfolio, which has faced challenges. Reports from *GB News* and *Daily Mail* in April 2025 noted the loss of her £3 million-a-year Vodafone deal due to excessive financial demands, reducing her endorsements to eight, including Nike, Wilson, Dior, Tiffany & Co., British Airways, Evian, HSBC, and Porsche (though the latter’s status is uncertain). Despite these setbacks, her company, Harbour 6, reported £10.2 million in profits in 2024, largely from off-court deals, making her the seventh-highest-earning female athlete that year. However, brand expert Nick Ede warned in *GB News* that inconsistent on-court results could jeopardize future deals, stating, “Her star power on the tennis court is starting to fade.”
Raducanu explained her enthusiasm for the Wild partnership, citing its alignment with her values and the brand’s mission to make sustainability accessible. In a statement to *The Mirror US*, she highlighted the campaign’s focus on impactful change, saying, “I’m excited to join Wild in inspiring people to choose better for themselves and the planet.” This deal not only bolsters her commercial portfolio but also signals her intent to leverage her platform for meaningful causes, even as she navigates the pressures of professional tennis and public scrutiny.
