Raducanu marketing magic evaporating fast for sponsors

The Emma Raducanu gold dust seems to be nowhere to be found, with the Briton who won the 2021 US Open from a qualifying start to burst into tennis notoriety seemingly a spent commercial force.

In the nearly four years since her unlikely New York triumph, the suburban Londoner has managed a mere two semi-finals – In Seoul, 2022 and last summer on grass in Nottingham.

With a 47th ranking, the former teenaged tennis princess is being left behind, not helped by a revolving door of coaches, reportedly choreographed by her Romanian-born father.

British tabloid media have been keeping score on the vast Raducanu sponsorship portfolio – and are issuing warnings of trouble.

Her first big financial hit may have arrived, with London’s Mail reporting that she and Vodafone have parted company, with her nearly USD 4 million contract now up in smoke.

Raducanu signed that deal in the heady days following her Grand Slam win. She was also snapped up by others including British Airways, Dior, Porsche – 2024 reports that the company took back her complimentary sports coupe have yet to be verified.

But she tellingly withdrew from this week’s massive Porsche WTA event in its home city of Stuttgart, Raducanu’s remaining sponsors rs include Tiffany & Co, Evian and HSBC along with kit sponsor Nike and racquets by Wilson. 

Main photo:- Emma Raducanu with her sponsored Porsche coupe in 2024 – © Porsche