Emma Raducanu’s sponsors accused of wrecking her career despite extravagant boost to net worth

Emma Raducanu captured the nation’s imagination when she became the first qualifier to win a Grand Slam title at the 2021 US Open aged just 18.  Her fairytale victory in New York transformed the British teenager into an overnight sensation.  The unprecedented triumph opened doors to lucrative commercial opportunities that few athletes experience so early in their careers.  Major brands quickly recognised her marketability and appeal.

Within months of her historic achievement, Raducanu had signed multiple endorsement deals with some of the world’s most prestigious companies.  Her sudden rise from relative obscurity to global stardom attracted partnerships worth millions of pounds annually.  The 22-year-old’s commercial portfolio includes eight major partnerships spanning fashion, sport and corporate sectors.

Nike and Wilson each reportedly pay her approximately £100,000 annually for kit and racket sponsorship respectively.  Her luxury brand ambassadorships with Dior and Tiffany & Co. are particularly lucrative, generating around £2 million per year combined.  Additional partnerships with Evian, British Airways and HSBC further boost her earnings.  Porsche remains part of her sponsorship stable despite recent speculation.

The German manufacturer confirmed in October that their global brand ambassador agreement continues, with cars provided on an ad-hoc basis.  The Sunday Times Rich List 2022 valued her wealth at £10 million, whilst Forbes ranked her sixth among tennis’s highest-paid players in 2021.  Tennis legend Chris Evert believes these endorsements have hindered rather than helped Raducanu’s development.

The 18-time Grand Slam champion told Tennis365 that the young Brit was “thrown into the deep end” after her US Open victory.  “Emma is a beautiful girl and that probably didn’t help. The endorsements came in, the coaches were coming in and out, and still her expectations are right up there now,” Evert explained.  “She’s not there yet. She’s got to build, go back to the drawing board and build-up slowly.  “Maybe she had to swallow her pride a little because she’s not up there yet.”  Raducanu’s career has experienced significant fluctuations since her breakthrough moment.

She reached a peak ranking of world number 10 but subsequently plummeted outside the top 300 after ending her 2023 season early for three surgeries.  The British number two has since mounted a comeback, recently returning to the world’s top 50.  Currently ranked 41st globally, she appears determined to maintain consistent competition throughout this season.  Her recent activities include tagging HSBC in an Instagram story ahead of their Queen’s Club tournament.  However, she notably missed a wildcard for this year’s Porsche Tennis Grand Prix in Stuttgart, instead entering a lower-tier event in Rouen before ultimately withdrawing for a training block.