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Emma Raducanu’s Sponsorship Deals Under Scrutiny After Vodafone Departure
Following her remarkable victory at the 2021 US Open as a teenage qualifier, British tennis sensation Emma Raducanu became a highly sought-after figure for global brands. Securing lucrative endorsement deals and attending prestigious events like the Met Gala, Raducanu partnered with prominent names such as Dior and British Airways. However, more than three years after her unprecedented triumph, the tennis star has faced challenges in maintaining consistent performance, leading some companies to reconsider their associations.
Sponsorship Shake-Up: Vodafone Ends Lucrative Partnership
Reports indicate that world No. 47 Raducanu has lost her significant £3 million per year agreement with telecommunications giant Vodafone. Furthermore, last year, there were suggestions that Porsche had reclaimed a £125,000 vehicle initially provided to Raducanu. As sponsors begin to reassess their commitments, Express Sport examines Raducanu’s remaining endorsement portfolio, estimated to be worth £2.2 million.
Vodafone Opts Against Renewal
Raducanu’s substantial contract with Vodafone commenced in late 2021, shortly after her US Open victory. However, sources cited by the Daily Mail suggest that Vodafone chose not to extend the partnership due to Raducanu’s alleged ‘excessive financial demands’.
The 22-year-old reportedly earned £3 million annually as Vodafone’s primary tennis ambassador, representing her most financially rewarding arrangement.
Remaining Lucrative Brand Partnerships
Despite the termination of the Vodafone agreement, the British No. 2 continues to benefit from other profitable collaborations. Raducanu maintains her relationship with sportswear titan Nike, who supplies her apparel for matches and training, while Wilson remains her official racket provider.
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It is understood that she earns approximately £100,000 per year from each of these endorsements, in addition to receiving comprehensive equipment and apparel for her tennis career.
Luxury Brand Endorsements: Dior and Tiffany & Co.
Raducanu’s ambassadorship extends to luxury fashion houses Dior and Tiffany & Co. The US Open champion has featured prominently in makeup and skincare campaigns for Dior Beauty and is a regular attendee at their prestigious fashion shows.
Her partnership with Tiffany & Co. was a natural progression, given she wore their jewelry throughout her victorious US Open campaign in 2021. These collaborations reportedly contribute around £2 million annually to Raducanu’s income.
Ongoing Endorsements: Evian, HSBC, and British Airways
Currently, Raducanu’s portfolio also includes partnerships with Evian, HSBC, and British Airways. Notably, she appears in British Airways’ in-flight safety video. The world No. 47 is scheduled to participate in the inaugural WTA 500 event at Queen’s Club in London this summer, where HSBC is the primary sponsor.
Porsche Ambassadorship Under Question
However, her global ambassadorship with luxury car manufacturer Porsche appears uncertain. Reports emerged last October suggesting that the German automaker had retrieved one of the vehicles provided to her.
Porsche Clarifies Agreement Status
Porsche subsequently clarified that vehicle provisions to Raducanu were short-term loans on an ad-hoc basis, affirming that their broader agreement with the tennis star remained active.
However, Raducanu was not granted a wildcard entry into this year’s Porsche Tennis Grand Prix, a WTA 500 clay court tournament in Stuttgart. Instead, she opted to compete in a WTA 250 event in Rouen.
A Porsche spokesperson informed Express Sport that the Rouen tournament was a better fit for her schedule, but refrained from commenting on the current status of their partnership. Raducanu ultimately withdrew from the Rouen event to focus on a training period.
Future Sponsorship Revenue in Question
Raducanu was ranked as the seventh highest-earning female athlete by Sportico for 2024, accumulating £11.2 million ($14.7 million) both on and off the court, with £10 million ($14 million) derived from off-court brand endorsements. However, with some sponsors considering not renewing their contracts, this financial figure could potentially decrease in 2025.