Top News

Emma Raducanu is under increasing pressure to rejuvenate her tennis career if she wants to continue securing high-profile endorsement deals. The former US Open champion has garnered a host of significant sponsorships since her breakthrough in New York back in 2021 but has since struggled to build on that success on court.

She was dumped out of the Australian Open on Wednesday whenAnastasia Potapova defeated her in the second round. Since her historic victory at Flushing Meadows nearly five years ago, the No. 28 seed has only advanced past the third round of a Grand Slam once in 13 attempts, sparking debate about her potential for success at the top level.

This will inevitably affect her appeal to major brands, many of which expect their clients to be prominent figures at some of the biggest events in their respective fields. Last year, the Daily Mail reported Vodafone had terminated its £3million-a-year deal with Raducanu, although she still holds several numerous contracts with other major companies.

However, this financial security cannot be guaranteed indefinitely, particularly if Raducanu's performance continues to be hampered by frequent injuries. Sports finance expert Dr. Rob Wilson has warned about her marketability and how a dearth of tennis titles could eventually cause her endorsements to dry up.

JOIN US ON FACEBOOK! All the best sports news and much more on our dedicated Facebook page

In a chat with Genting Casino last year, Wilson said: "Emma Raducanu is marketable but the level of that will come down to sporting performance, whether that will be in the top echelons of the sport remains to be seen.

• Emma Raducanu drops Australian Open bombshell after crashing out in second round

• Emma Raducanu knocked OUT of Australian Open as woeful start to 2026 continues

"She certainly has the raw talent, but what we also see in female tennis as compared to male tennis is that you don't get the same longevity as when you look at Roger Federer, Novak Djokovic - with the exception of Steffi Graf, Serena Williams and Martina Navratilova."

Wilson added: "You tend to find that female athletes come and go with tennis, so they'll have two or three years at the top and then that can change. I'll be interested to see if we're still talking about Emma Raducanu in seven or eight years' time as an elite tennis player [who is] qualifying routinely for [WTA] and Grand Slams, even if she doesn't win them."

Speculation swirled that Porsche had axed Raducanu from its sponsorship roster in 2024 after reclaiming the complimentary vehicle she'd been given in 2022. But a representative from the German motor giant quickly shut down the rumours, confirming her place in their stable of brand ambassadors remained intact.

The spokesperson stated: "Emma Raducanu is a global brand ambassador for Porsche and there have not been any changes within our successful partnership since it started in 2022. We are very happy with our partnership."

There has also been speculation Raducanu lost her sponsorship arrangement with French fashion house Dior in early 2025. While there's been no official announcement regarding that partnership ending, her position seems to have been diminished at the very least, with Qinwen Zheng apparently stepping into her shoes as the brand's primary tennis representative.

Currently, the 23-year-old still appears to maintain partnerships with major brands including Nike, Evian, Tiffany & Co, Wilson, HSBC and British Airways. She's also recently inked a fresh agreement with Emirates Airlines, reportedly valued at approximately £1.5m per year.

Sustained triumph on the tennis court remains far from guaranteed, but Raducanu's commercial appeal continues to hold firm for now. Wilson agreed, noting: "Emma Raducanu will keep hold of sponsors at the moment because she is very marketable and speaks very well, she's a sponsor's dream. They can activate that even when she's not winning tournaments because she is very recognisable and has the right personality."