Why Emma Raducanu’s sponsorship value remains high despite lack of success
Why Emma Raducanu’s sponsorship value remains high despite lack of success
Emma Raducanu is rumoured to be ending her long-standing relationship with clothing brand Nike to sign a lucrative new deal with Uniqlo and if that is confirmed in the coming days, it will confirm her appeal to sponsors remains strong.
Raducanu shot to global fame after she secured one of the greatest sporting achievements of all-time by coming through qualifying and winning the 2021 US Open title.
That saw a rush of major sponsors sign up the teenage Brit, who collected millions in lucrative deals that have remained in place since that famous win at Flushing Meadows.
British Airways, Vodafone, Tiffany and co, Dior, Evian, Wilson and HSBC were among the A-list brands rushing to add Raducanu to their list of ambassadors, but she needed to continue her success on the court to keep those backers on side.
Injuries and an adaptation to the professional tour have meant Raducanu has struggled to live up to the expectations she created in that US Open success, with some of those initial sponsors not renewing their deal with Raducanu as a result.
Despite those setbacks on and off the court, Raducanu remains one of the most talked-about players in tennis and the enduring interest in her story never wanes and that is one reason why she is still attracting big sponsorship deals despite her lack of success on court
