Emma Raducanu has reportedly lost one of her most valuable sponsorship deals, with telecommunications giant Vodafone deciding not to renew its £3 million-a-year partnership with the British tennis star.
Raducanu, 22, signed the high-profile endorsement deal in late 2021 following her historic US Open win. She became the face of Vodafone’s tennis campaigns, even appearing in innovative promotional material such as a 5G hologram coaching session for young players.
However, according to the Daily Mail, the company chose not to extend the agreement due to financial disagreements, with claims that Raducanu’s team was “demanding too much money.” This move comes after a challenging period for Raducanu, who has struggled with injuries and consistency on court since her Grand Slam breakthrough.
In 2023, her visibility in Vodafone campaigns was reduced after she ended her season early to undergo surgeries. As a result, other British athletes, including wheelchair tennis stars Alfie Hewett and Gordon Reid, along with Jack Draper, took center stage in the brand’s Wimbledon promotions.
At the time, a Vodafone spokesperson maintained that Raducanu remained “a valued ambassador” and would continue to feature alongside other athletes. Despite the loss of the Vodafone deal, Raducanu still holds sponsorship agreements with major brands such as Dior, Tiffany & Co., Evian, Nike, and British Airways.
She was ranked the seventh-highest-earning female athlete globally by Sportico in 2024, earning an estimated £11.2 million ($14.7 million), with around £10 million ($14 million) coming from endorsements.
Questions have also been raised about her partnership with Porsche. Last year, reports emerged that the luxury car manufacturer had reclaimed a £125,000 vehicle previously loaned to Raducanu. Porsche later clarified that she had been provided cars on a short-term basis and that her ambassador role, which began in 2022, was ongoing.
Although Raducanu had received wildcards into Porsche’s WTA 500 tournament in Stuttgart as part of her deal, she opted to play in a lower-tier event in Rouen this year. Porsche stated that the change aligned better with her schedule. Raducanu has since withdrawn from Rouen and Britain’s Billie Jean King Cup matches to focus on a training block.
