Emma Raducanu has been warned that she is at risk of losing her £9million portfolio of sponsorship deals if she fails to rediscover her winning form.
Raducanu, 22, shocked world tennis by triumphing at the 2021 US Open as a teenager, but the Brit has since struggled to come anywhere close to matching the feat — and it could have a disastrous impact on her commercial endorsements.
Sponsored by global brands such as Dior, Porsche, Tiffany, British Airways, Vodafone and Evian, Raducanu was the seventh highest-paid female athlete in the world in 2024 according to Sportico, who claim the youngster has earned £9m from her endorsements and £11m in total.
The star, whose career is has been blighted by several injury setbacks, is currently ranked 57th in the ATP World Rankings, 23 places behind female Brit No 1 Katie Boulter.
According to sports finance expert Dr Rob Wilson, Raducanu will struggle immensely to keep any of her sponsorship deals if she cannot produce positive results on the court.
He told OLGB: ‘If she doesn’t start winning games, if she doesn’t go deep into tournaments, she is going to really struggle to renegotiate or renew any of those commercial endorsements and the career could be over pretty much in its infancy.
Emma Raducanu, pictured above at the Dior Cruise 2025, has been warned that she is at risk of losing her £9million portfolio of sponsorship deals if she fails to rediscover her winning form
Raducanu won the 2021 US Open as a teenager but has struggled to reach those heights again
The 22-year-old, who earns £9million from commercial deals, poses for luxury car brand Porsche
‘(It) would be a crying shame because she’s a hugely talented individual and hugely marketable as well.’
Raducanu earns approximately £100,000 each from her deals with Nike and Wilson, as well as £2m from both Dior and Tiffany & Co.
Meanwhile, Raducanu’s Vodafone deal is believed to be her most lucrative at £3m, with British Airways also bringing in £1m.
Her endorsement packages with Porsche, Sports Direct, Evian and HSBC are not known, but the 22-year-old was initially handed a 911 Carrera GTS Cabriolet worth £125,000 as part of her deal with the luxury car brand.
MailOnline exclusively revealed how Porsche took her ‘pride and joy’ vehicle back in October, however.
‘Emma no longer has a Porsche. They took it back. It used to have pride of place at her home,’ a source said before a spokesperson from the company confirmed the matter.
Last month, Raducanu posted a picture of a new Porsche on Instagram, having seemingly been given a new one.
On a positive note for Raducanu, she is moving in the right direction since her return from injury, having climbed the rankings remarkably since falling to 303rd in the world back in April.
Tiffany (left) and Vodafone (right) are also part of Raducanu’s rich endorsement portfolio
She has been warned that brands such as Evian (left) and British Airways (right) could walk away
Pleased with her rise in the rankings of late, Raducanu told BBC Sport this week: ‘Sometimes I need reminding: I’m top 60 and I’ve played less than 15 events, which is pretty unheard of. I have to pat myself on the back for that.’
Despite missing the Olympics and suffering a disappointing first round exit at the US Open, Raducanu ended 2024 on a relative high by winning all three of her matches at the Billie Jean King Cup to guide Great Britain to the semi-finals.
Confident she can continue to rise up the rankings next year and compete for more honours, she added: “I know I’m a dangerous player. I know no-one wants to pull my name in the draw.
‘I take pride in that and I’m looking forward to hopefully staying on court longer next year.”