Emma Raducanu’s agent hits back at critics and reveals US Open winner turned down ‘millions and millions’ in endorsements

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Emma Raducanu turned down a number of lucrative endorsement deals in the wake of her US Open win, her agent has revealed.  Raducanu was one of the most in-demand sports stars in the world when she came through qualifying to win a Grand Slam at just 18 years old.  She was quickly snapped up by many big name brands like Dior, Tiffany’s and Porsche.  The Sunday Times rich list estimated her net worth to be around £22million in 2022.

Criticism has been levied against Raducanu for signing so many lucrative deals, with some perceiving that she was spending too much time away from the practice court.  Those voices only amplified as she struggled with form and fitness since that US Open victory in 2021.  Her agent, IMG senior vice-president Max Eisenbud, has defended Raducanu and his company for the endorsement deal decisions.

Speaking to The Tennis Podcast, Eisenbud said: “If you are looking at the Emma Raducanu situation or any of those players who have been thrust into the thing. Our job is to educate them on what is available to them.  “In Emma’s situation we could have done 100 deals. She could be doing deals and deals and deals.

“They left millions and millions on the table. They strategically took the best brands with the most limited time, who understood it would be a rocky road.  “None of her sponsors have ever rung up and said ‘oh my god, I can’t believe she’s not winning’. No one.  “I know people want to say ‘oh she’s got the pressure’. The pressure she has is she won a great tournament and she wants that feeling again and wants to keep winning.

“I don’t think she’s waking up and thinking ‘HSBC is mad’. Sponsors are supportive through injury.  “I know people want the narrative that the ‘big, bad IMG’ are bringing in all this money. We are a pretty well established company and we’re not living and dying on a commission for Emma Raducanu.

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“Our lights are going to stay on in the office. Maybe some of these smaller, one man agencies are desperate for players to do deals as they need the money to travel business class to tournaments.  “For us, we don’t need that. We try and do the best thing for the client. We have the clients for a long time.

“Some of my proudest moments in my career is I’ve managed Maria Sharapova for 23 years, that’s a long time.  “I managed Li Na for 15 years and have managed Madison Keys for 17 years. It’s not always rosy and great, but to have long relationships like that you always have to be putting the player first.”


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