Emma Raducanu, the rising tennis star, has faced a significant setback in her career as she reportedly loses a lucrative sponsorship deal worth £3 million annually. The 22-year-old athlete gained massive attention after her historic victory at the 2021 US Open, leading to several high-value endorsement deals. However, one of her major sponsors, telecom giant Vodafone, has chosen not to renew their partnership due to Raducanu’s alleged high financial demands.
Despite her initial success at the US Open, Raducanu has encountered challenges in maintaining peak performance due to recurring injuries. Currently ranked world No. 47, she had collaborated with Vodafone since late 2021 as the face of their tennis campaigns. The non-renewal of the sponsorship deal is speculated to be linked to Raducanu’s financial expectations, as reported by The Daily Mail via the Express. Following a series of surgeries that forced her to end her 2023 season prematurely, Raducanu’s involvement in Vodafone’s activities decreased, leading to her absence from Wimbledon promotions that year.
While Raducanu maintains partnerships with brands like Dior, Tiffany and Co., Evian, British Airways, and Nike, her deal with Vodafone was considered one of the most profitable. Sportico ranked her as the seventh-highest-earning female athlete in 2024, with total earnings of £11.2 million ($14.7 million) from tennis and endorsements, of which brand deals contributed £10 million ($14 million). Concerns were also raised about her association with Porsche, with reports suggesting the withdrawal of a £125k car provided by the car manufacturer. However, Porsche clarified that their partnership with Raducanu remains intact, with the athlete receiving cars on a short-term, as-needed basis.
Under her agreement with Porsche, Raducanu was granted wildcards to participate in the Porsche Tennis Grand Prix, a WTA 500 clay tournament in Stuttgart. Opting for the WTA 250 event in Rouen this year, she later withdrew from the BJK Cup qualifier matches and the Rouen tournament to focus on physical recovery. Despite facing setbacks in her sponsorship deals and competition schedule, Raducanu continues to work towards her return to peak performance and aims to overcome the challenges hindering her progress in the sport.
The news of Raducanu’s sponsorship loss and ongoing struggles highlights the complexities and pressures faced by professional athletes in maintaining their careers amidst injuries and evolving partnerships. As Raducanu navigates this latest setback, her resilience and determination to overcome obstacles in her tennis journey serve as a testament to her commitment to excellence in the sport.