British tennis star Emma Raducanu has reportedly lost a major sponsorship deal with British Telecom, according to the Daily Mail. The decision was allegedly prompted by the 21-year-old’s demand for higher compensation—an ask the company deemed excessive.
Raducanu shot to fame in 2021 after her historic US Open victory at just 18 years old. She became the first qualifier in tennis history to win a Grand Slam title, sparking widespread acclaim and a flood of endorsement deals.
However, recent developments suggest her marketability may be on the decline. Alongside losing BT as a sponsor, Raducanu is also expected to slide in the rankings after withdrawing from the upcoming Stuttgart Open.
Her most recent appearance came at the Miami Open, where she reached the quarterfinals before losing to 2024 US Open runner-up Jessica Pegula in a hard-fought match (6-4, 6-7, 6-2). Despite the loss, Raducanu remained optimistic, saying she would take the positives from the tournament and reassess her plans moving forward.
“Despite losing today, I can take some good positives from this week and look forward,” she said. “I need to take a beat, reevaluate, and then make a plan.”
Raducanu’s absence from Stuttgart has raised eyebrows, especially with speculation suggesting she wasn’t offered a wildcard and has previously expressed reluctance to play in qualifiers.
