Why Emma Raducanu may struggle with sponsors after crashing out early at the US Open
Emma Raducanu, who captured global attention with her stunning 2021 US Open victory, has struggled to recapture that magic in recent years. In her recent match at the 2024 US Open, Raducanu was defeated by Sofia Kenin, losing 6-1, 3-6, 6-4 in the first round. This defeat highlights the ongoing challenges the young Briton faces, as her career has been hampered by injuries and inconsistent form since her breakout win.
Raducanu’s lack of success on the court has raised concerns about her marketability. Despite earning just £200,000 in prize money last year, her company, Harbour 6, posted significant profits of £9.6 million, largely due to her numerous sponsorship deals with brands like Nike, Tiffany, and British Airways. However, with her current form in question, brand and culture expert Nick Ede has warned that Raducanu’s star power may be fading.
“Emma Raducanu has had a winning streak when it comes to brand partnerships and endorsements, but as her star power on the tennis court is starting to fade so will some of her lucrative deals,” Ede said. “Brands want to have sportspeople who inspire, and Emma did have a major golden moment. But in the past year, her performance has been disappointing.”
Raducanu herself acknowledged the need to reflect and improve, expressing disappointment over her US Open exit. “I’m just going to go back to the drawing board and train and analyze where I went wrong and try and improve for the rest of the season,” she said, hinting at changes to her schedule moving forward.
As Raducanu looks to regain her form, the question remains whether she can continue to attract the sponsorships that have sustained her financially, even as her on-court performances have faltered.
