Emma Raducanu, the young British tennis star who stunned the world by winning the US Open in 2021, has reportedly seen some of her sponsorship deals shift amid a challenging period on the court. Big-name brands that once lined up to associate with her — including Dior, Porsche, and Tiffany — are believed to be re-evaluating their partnerships as injuries and early tournament exits have slowed her momentum.
Despite these changes, Raducanu has pushed back against the narrative that her focus has been more on commercial ventures than her performance on the court. She insists that although she has been involved with endorsements, those commitments take up only a small part of her schedule, with her primary attention fully dedicated to training and recovery.
Raducanu also opened up about the difficulties of managing sudden fame and the business responsibilities that come with it, admitting that the whirlwind of success after her US Open triumph left her unprepared for the off-court expectations. Since then, she has worked to better balance her time, ensuring her focus remains on tennis.
In response to her recent setbacks, Raducanu has reshaped her training environment, including making new additions to her fitness team, as she looks ahead to future tournaments and aims to rebuild her competitive edge.
What stands out in this situation is not just the shift in her sponsorship landscape, but the eagerness of some critics to celebrate her struggles. Her story highlights the harsh reality young athletes often face when rapid success meets public scrutiny — and how navigating fame can be just as tough as competing on the court.