Emma Raducanu’s Sponsorship Portfolio Shrinks as Brands Begin to Pull Back
Emma Raducanu, once the darling of the tennis and fashion worlds following her 2021 US Open win, is seeing a shift in her off-court fortunes. After raking in an estimated £10 million from endorsement deals last year, several brands are now stepping away.
The most notable exit is Vodafone, which reportedly ended its £3 million-a-year deal with Raducanu over financial disagreements. The telecom giant had signed her shortly after her Grand Slam breakthrough but chose not to renew the contract, citing that her demands were too high.
Other brand relationships are also showing strain. Porsche, a prominent partner, reportedly reclaimed a £125,000 car that had been on loan, though the company insists the arrangement was always short-term. Additionally, Raducanu was not granted a wildcard entry to the Porsche Tennis Grand Prix this year, raising questions about the future of that partnership.
Despite these setbacks, Raducanu still maintains endorsement deals with several high-profile companies. These include:
- Nike and Wilson, providing her gear and rackets, each contributing around £100,000 annually.
- Dior and Tiffany & Co., for whom she serves as a fashion and beauty ambassador, collectively worth around £2 million a year.
- Evian, HSBC, and British Airways, with the latter featuring her in an in-flight safety video.
Currently ranked No. 47 in the world, Raducanu remains a marketable figure. She was ranked the seventh-highest-earning female athlete of 2024 by Sportico, with £11.2 million earned overall, most of it from off-court deals. However, with certain sponsors moving on, her commercial appeal could face a dip in 2025.
