Emma Raducanu has suffered another setback off the court, with telecoms giant Vodafone walking away from a £3 million sponsorship agreement. The move marks a fresh blow for the 22-year-old British tennis star, whose post-US Open career hasn’t matched the hype of her teenage triumph.
Once hailed as the golden girl of British tennis following her sensational 2021 US Open win at just 18, Raducanu quickly became one of the most sought-after faces in the world of sports marketing. Top global brands such as Tiffany & Co., Evian, Dior, Porsche, and British Airways were eager to align with her meteoric rise, building on her existing partnerships with Nike and Wilson.
But fast forward a few years, and her career has been plagued by injuries and frequent coaching changes—factors that have prevented her from maintaining consistent form. And now, it appears some sponsors are rethinking their investment.
According to DailyMail, Vodafone has opted not to renew its three-million-pound-a-year agreement with Raducanu. Insiders claim that the decision stemmed from her high financial demands during renegotiations.
Despite her recent struggles, Raducanu remains a high earner in the world of women’s sport. Sportico ranked her as the seventh highest-paid female athlete in 2024, estimating she’s brought in around £9 million from sponsorships and £11 million in total earnings.
Currently sitting at No. 47 in the WTA rankings—below fellow Brit Katie Boulter, who is now national No. 1—Raducanu still brings in about £100,000 each from her deals with Nike and Wilson. Her contracts with Dior and Tiffany are said to be worth another £2 million combined.
However, Vodafone stood out as the most lucrative of all her commercial relationships. Its termination suggests that Raducanu’s brand appeal may be starting to fade in the eyes of sponsors.
Continued underperformance could jeopardize Raducanu’s remaining endorsements. Without results, it becomes increasingly difficult to justify these high-value partnerships. This week, Raducanu also withdrew from Great Britain’s Billie Jean King Cup squad, citing the need to prioritize her physical health.
Vodafone has refused to comment on the split. Raducanu’s camp has also yet to respond.
