Emma Raducanu sees sponsorship value decline in 2024

Emma Raducanu won millions of fans worldwide with her stunning US Open win in 2021. However, she has struggled with a succession of injuries and indifferent form since then, failing to kick on as expected. As a result, she may face significant financial consequences of her declining performance on the WTA Tour – and not just in terms of prixe money.

Concerns have been raised by finance experts that unless the 22-year-old returns to her top form on the court in 2025, she risks losing lucrative sponsorship deals valued at approximately £9 million ($11.5 million). Her endorsement portfolio includes high-profile brands such as Dior, Porsche, Tiffany & Co., British Airways, Vodafone, and Evian, making her one of the highest-paid female athletes globally.

However, these commercial partnerships are likely to have been tied partly to results on the court and may now be in jeopardy as her results have failed to match the promise she showed when she burst onto the scene in 2021. Sports finance experts have warned that Raducanu’s inability to perform consistently at a high level could make it difficult for her to renew or renegotiate these endorsement deals soon.

Raducanu’s rapid rise to fame began with her historic US Open victory, where she became the first qualifier in history to win a Grand Slam title. The victory catapulted her into the spotlight, and soon after, a slew of sponsorship deals followed, including those with luxury brands like Porsche and Tiffany & Co.

These partnerships helped cement her financial success, earning her a reported £9 million from various deals. However, since that remarkable achievement, the British tennis star has been plagued by a series of injuries that hindered her ability to maintain her earlier form. Despite earning approximately £100,000 from deals with Nike and Wilson and £2 million each from Dior and Tiffany & Co., Raducanu’s recent struggles on the court have raised concerns about the future of some of her commercial relationships. For instance, as of 2024, she is no longer pictured with her Porsche 911 Carrera GTS Cabriolet, which is likely to reflect the end of her partnership with the luxury car brand.

Ultimately, her ongoing battle with injuries and a lack of consistent tournament wins have led to doubts over her future in the sport and its commercial viability. Raducanu has been battling a series of setbacks. After missing much of the 2023 season due to wrist and ankle surgeries, she returned to the tour in 2024. Her ranking plummeted to 301st in the world at the start of the year, but she managed to climb back to the Top 60 by the end of the season.

The former US Open Champion played 36 matches in 2024, winning 23 of them, but she could not secure a title. Despite flashes of her potential, her inability to string together consistent performances has left fans and sponsors alike questioning her future in the sport. Her current ranking is 57th, creditable but not what was expected at this stage of her career when she won the title in New York three years, and she finds herself 23 places behind British #1, Katie Boulter.

By all accounts. Raducanu remains determined to turn her fortunes around. She aims to return to the top of the WTA rankings in 2025, and her recent performances, including a strong showing in the Billie Jean King Cup, suggest she may be on the right path. Furthermore, her partnerships with former Wimbledon champion Maria Sharapova and fitness coach Yutaka Nakamura are seen as positive steps toward reviving her career. It might just help turn her commercial portfolio around as well.

Main photo credit: Geoff Burke-USA TODAY Sports