Emma Raducanu, the British tennis sensation who captured the world’s imagination with her 2021 US Open triumph, is navigating turbulent waters off the court. At just 22, the former Grand Slam champion has seen her once-burgeoning portfolio of sponsorships shrink, with telecommunications giant Vodafone ending a £3 million-a-year partnership and luxury carmaker Porsche reportedly reclaiming a £125,000 vehicle loaned to her. Despite these blows, Raducanu retains eight high-profile endorsement deals, but her injury-riddled career and recent commercial setbacks have sparked questions about her marketability. Yet, with a renewed focus on her game and a resurgence in form, Raducanu remains a compelling figure in the world of sports.
Raducanu’s fairy-tale victory at the 2021 US Open, where she became the first qualifier to win a Grand Slam title, propelled her into the global spotlight. At 18, she was hailed as Britain’s brightest tennis hope, signing lucrative deals with brands like Dior, Evian, HSBC, and Vodafone. Her charm, coupled with her on-court prowess, made her a magnet for sponsors. “I’m not just Emma Raducanu who arrives in a Porsche, wears Dior and flies first class,” she said in an interview, emphasizing her grounded perspective despite the trappings of fame. However, the past few years have been marred by injuries, including triple surgery in 2023 for wrist and ankle issues, which saw her ranking plummet to 303rd in the world. Her struggles to recapture her US Open form have led some brands to reconsider their investments.
The termination of Raducanu’s Vodafone deal, which began in December 2021, was a significant blow. The partnership, her most lucrative, saw her feature in promotional campaigns, including a virtual coaching hologram for aspiring players. Sources suggest Vodafone opted not to renew the contract because Raducanu was “demanding too much money” during negotiations. This loss has reduced her sponsorship portfolio to eight, with remaining deals including Nike and Wilson, each reportedly worth £100,000 annually, and luxury brands Dior and Tiffany & Co., which together net her around £2 million a year. Additional partnerships with Evian, HSBC, and British Airways—where she appears in an in-flight safety video—continue to bolster her off-court earnings.
The Porsche saga has also fueled speculation about Raducanu’s commercial future. After her US Open win, Porsche named her a global brand ambassador, loaning her a £125,000 911 Carrera GTS Cabriolet. “Whenever I would turn up to practice in the morning I would see [my coach’s] Porsche,” she once recalled, describing her childhood admiration for the brand. However, reports surfaced in October 2024 that Porsche had “taken back” the car, which “used to have pride of place at her home.” A Porsche spokesperson clarified that vehicles are loaned on an “ad hoc basis,” and Raducanu remains an ambassador, with no changes to their partnership since 2022. Despite this, her decision to compete in a WTA 250 event in Rouen instead of the Porsche Tennis Grand Prix in Stuttgart, where she typically receives a wildcard, has raised eyebrows.
Raducanu’s off-court earnings remain substantial. In 2024, she was ranked the seventh-highest-earning female athlete globally, banking £11.2 million, with £10 million from endorsements. Her company, Harbour 6 Ltd, recorded a £9.6 million profit in 2023, a testament to her commercial appeal. Yet, sports finance expert Dr. Rob Wilson warned that without consistent on-court success, Raducanu risks losing more deals. “If she doesn’t start winning games, if she doesn’t go deep into tournaments, she is going to really struggle to renegotiate or renew any of those commercial endorsements,” he cautioned. Her current world ranking of No. 47, a remarkable recovery from her injury lows, reflects progress, but brands demand results.
On the court, Raducanu is showing signs of a comeback. Her 2024 season included quarter-final runs in Stuttgart, Eastbourne, Washington, and Seoul, and victories over top-10 players, marking her first such wins. “I wasn’t necessarily feeling great about my tennis, but this week I have some really good people around me who I trust and who I have fun with off the court,” she said after a strong showing at the Miami Open. However, injuries continue to hamper her, with a foot injury forcing her to retire mid-match at the Korea Open and withdraw from several tournaments. Her recent decision to skip Billie Jean King Cup qualifiers and her ongoing search for a permanent coach—reportedly in talks with commentator Mark Petchey—highlight the challenges she faces in rebuilding her career.
The tennis world and fans alike are watching closely as Raducanu navigates this pivotal moment. Social media buzz reflects a mix of concern and optimism, with some praising her resilience and others questioning her focus on commercial ventures. Her remaining sponsors, from Nike’s match kits to Tiffany’s glittering jewelry, continue to back her, but the pressure is on to deliver. As she prepares for potential appearances at the Madrid Open or other upcoming events, Raducanu’s journey is a reminder of the delicate balance between athletic success and commercial stardom. With her talent undeniable and her determination evident, the 22-year-old is poised to prove she’s more than a one-hit wonder—both on the court and in the boardroom.