Emma Raducanu became an international tennis sensation in 2021 when she won the US Open as a qualifier, a historic achievement that catapulted her into global stardom. This victory led to a surge in high-profile endorsement deals with brands such as British Airways, Vodafone, Evian, Porsche, Tiffany & Co., and Dior. However, three years have passed since that groundbreaking moment, and the US Open title remains her only top-level professional achievement. Her career since has been marred by injuries and inconsistent form, raising concerns among experts about the potential loss of sponsorship deals if her performance doesn’t improve.
Raducanu missed much of the 2023 season due to surgeries on her wrist and left ankle. She began the year ranked 301 in the world but managed to finish within the Top 60 despite not winning a title. In 2024, she participated in 36 matches, securing 23 victories, but fans and experts alike have been left wanting more from the player who showed immense potential early in her career. Her struggles on the court have prompted discussions about her marketability and the longevity of her endorsement deals.
According to a sports finance professor at Sheffield Hallam University, Dr. Rob Wilson, Raducanu’s commercial appeal is heavily reliant on both her on-court and off-court performance. While her current net worth is estimated at $15.2 million, making her the seventh-highest-paid female athlete in 2024, Wilson cautioned that failing to win matches and advance in tournaments could hinder her ability to renew or negotiate sponsorship contracts. He acknowledged her talent and marketability but emphasized the need for consistent success to sustain her career.
One notable example of sponsorship challenges involved Porsche, one of her key partners. While Raducanu was initially provided with a $160,000 Porsche 911 Carrera GTS Cabriolet, it was later taken back due to the company’s ad hoc policy on car allocations. However, she was soon seen with a new Porsche, suggesting the partnership continued. Experts believe that such uncomfortable situations may arise again unless she improves her performance on the tour.
To address her struggles, Raducanu has made significant changes to her training team, including hiring Yukata Nakamura, a renowned fitness trainer who previously worked with Maria Sharapova and Naomi Osaka. The focus of their collaboration is to enhance her fitness, make her body more robust, and improve her athleticism, which Raducanu sees as an untapped strength. Reflecting on this new partnership, she stated that she needed a more tailored approach and aims to become one of the best athletes in tennis. Nakamura’s presence has already begun to influence her training and performance positively, and the duo is optimistic about the results.
Raducanu expressed confidence in her ability to reach greater heights under Nakamura’s guidance. Her goal for the upcoming year is to maintain better consistency and remain on the court for longer periods. Nakamura, in turn, has praised Raducanu’s potential, describing her as an athlete with limitless possibilities. Their shared optimism will be tested as Raducanu begins her 2025 season in Auckland, aiming to secure victories and build momentum ahead of larger tournaments.
The road ahead for Raducanu is challenging, but with a renewed focus on fitness and consistency, she hopes to revive her career and reclaim the promise she showed during her US Open triumph. Fans and experts alike are eager to see if she can once again rise to the top and cement her place among the sport’s elite.