Emma Raducanu has given her biggest hint yet that her lavish sponsorship deals took focus away from her tennis after she won the US Open.
The 22-year-old shot to global fame as she became the first player in tennis history to come through qualifying and win a Grand Slam title when she won in New York in August 2021.
British Airways, Vodafone, Tiffany, Dior, Evian, Wilson, Nike and HSBC were among the stellar companies eager to recruit Raducanu as a brand ambassador, but it is not known if she is still working with those brands.
There have been reports that some of those lucrative brand ambassador deals may have come to an end, with Raducanu now speaking about how they may have impacted her early career.
The Brit has often been criticised for putting sponsorship commitments ahead of tennis and while that accusation was unfair for a player who has always been committed to tennis, Raducanu has admitted the demands of her backers may have distracted her from her ambitions as an athlete.
“I’m obviously very grateful and fortunate to have had certain experiences and opportunities but I wasn’t prepared for the other things that inevitably do take some energy out of you,” she said.
“Especially straight after I did really well, for the next few years it was very much like there was so much communication about things off the court.
“And I would always, always give my 100 per cent on the court. I was always working really hard, but I just think that I wasn’t prepared as well for the other things that inevitably do take some energy out of you.
“I think now I’m a lot more structured. I’ll be like: ‘OK, I have this time where one hour we will talk about business. And now I’m going to go train for the rest of the week’.
“Also I think I’ve learned how to say no a bit more. Initially, I felt really bad for letting people down. I’d always want to do extra for whatever partner or magazine or whatever I’m shooting for.”
Emma Raducanu News
Emma Raducanu set for blockbuster draw as she prepares for WTA Tour return
Emma Raducanu ‘definitely better’ than top ten star claims former Wimbledon champion
Raducanu also opened up on being more selective when she was offered a chance to strike a commercial deal as she stated: “I think I’ve learned how to say no a bit more.
“Initially I felt really bad for letting people down. I’d always want to do extra for whatever partner or magazine or whatever I’m shooting for. I’d always want to do extra if they wanted to do another half day. I would do it and I’d fit it in around my schedule.
“I would put my practices early and then do that in the afternoon. I’m always going to try and do my best to give extra to the brands I’m working with. Especially since I had a year off pretty much with injuries. But also just putting myself first a little bit more.”
Raducanu has stated her desire to play more tennis after an injury-hit 2024 and some may believe these comments suggest her focus is fully trained on the court now.
“I want to play more than I did this year,” she added. “I think now, with my set-up, I’m in a place where I can continue work on the road. So I don’t necessarily need to come back to continue good physical work.
“I can do it pretty much every day, like microdoses. And I think that’s actually going to be a great addition for me next year, which I’m excited about.
“Also with my tennis, I’m in a pretty good spot. I feel like I just want to see how much I can do, fulfil my potential. I’m curious about what my level can get to. I really want to play more. And I think a big part of that is just staying healthy.”
READ NEXT: 2025 WTA season: Where will Aryna Sabalenka, Iga Swiatek, Coco Gauff and Emma Raducanu start the new campaign?
link