Emma Raducanu, Britain’s brightest tennis star, has once again proven her magnetic appeal to global brands by securing a major new sponsorship deal with Wild, a sustainable personal care brand. The announcement, made during her time in New York for the 2025 US Open, underscores the 22-year-old’s enduring marketability, even as she navigates the highs and lows of her professional tennis career. Despite a challenging third-round exit at Flushing Meadows, Raducanu’s off-court charisma and 2.9 million Instagram followers continue to make her a powerhouse influencer in the sports world.
The new partnership with Wild, a company focused on eco-friendly deodorants and personal care products, aligns with Raducanu’s growing emphasis on sustainability and authenticity. She filmed an advertisement for the brand during her US Open campaign, capitalizing on her time in the “Big Apple” to showcase her appeal beyond the tennis court. The deal adds to an already impressive portfolio of endorsements, including high-profile names like Nike, Wilson, Dior, Tiffany & Co., Evian, British Airways, and HSBC. While her agreement with Vodafone ended earlier in 2025 due to reported financial disagreements, Raducanu’s ability to attract new sponsors like Wild highlights her resilience in the commercial sphere. “I’m thrilled to partner with a brand that shares my values,” Raducanu said, emphasizing her excitement about Wild’s commitment to sustainability.
Raducanu’s journey since her historic 2021 US Open triumph, where she became the first qualifier to win a Grand Slam singles title, has been a rollercoaster. Injuries and inconsistent form saw her ranking plummet from a career-high No. 10 to outside the top 300 at one point. Yet, 2025 has marked a turning point. Her performances, including quarter-final runs at the Miami Open and Washington DC’s Mubadala Citi DC Open, have propelled her back to No. 34 in the live WTA rankings. Victories over top-10 players like Jessica Pegula and Maria Sakkari demonstrate her potential to reclaim a spot among the elite. However, her US Open loss to Elena Rybakina in straight sets was a stark reminder of the work still ahead. “It was a difficult experience facing her when she’s playing so well,” Raducanu reflected. “I just feel that in every department she was better.”
Off the court, Raducanu has faced scrutiny for balancing her tennis commitments with her sponsorship obligations. Critics once argued she prioritized endorsements over her game, a claim she has worked to dispel by restructuring her schedule. “Especially straight after I did really well, for the next few years it was very much like there was so much communication about things off the court,” she admitted last year. “I think now I’m a lot more structured. I’ll be like: ‘OK, I have this time where one hour we will talk about business. And now I’m going to go train for the rest of the week.’” This disciplined approach has allowed her to maintain her marketability while focusing on her tennis, with her company, Harbour 6, reporting nearly £7 million in profits last year, largely from endorsements.
The Wild deal comes at a pivotal moment as Raducanu prepares for the Asian swing of the WTA Tour, aiming to secure enough ranking points to earn a seeded position at the 2026 Australian Open. Her recent work with coach Francisco Roig, formerly of Rafael Nadal’s team, has bolstered her game, particularly her serve, which she showcased with multiple aces in her US Open wins. “I thought that I served very well and I put quite a few aces on the board,” she noted after defeating Janice Tjen. Former British No. 1 Laura Robson praised her progress, suggesting that with a clearer tactical approach, Raducanu could challenge the top players consistently.
Despite setbacks, including a stalking incident in Dubai earlier this year that left her shaken, Raducanu’s resolve remains unshaken. Her net worth, estimated at £13.5 million in 2025, reflects her commercial success, with endorsements dwarfing her £3.2 million in career prize money. The Wild partnership not only reinforces her status as one of the world’s most marketable athletes—ranked the seventh highest-paid female athlete in 2024—but also signals her intent to align with brands that resonate with her values. As she heads to Asia, Raducanu’s focus is clear: “I’m looking forward to just building day by day,” she said. With new sponsorships and renewed on-court momentum, the British No. 1 is poised to write the next chapter of her remarkable story.
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