Back in 2021, the tennis world saw the rise of a young British girl who took everything by storm – winning the US Open. Soon after her historic title triumph, she became a global star. From British Airways to Porsche and many others, every big organization wanted to work with the 22-year-old star. But, everything comes with its own consequences. In a recent interview, Emma Raducanu spoke about the challenges that followed her US Open victory.

Emma Raducanu recently opened up about her struggles balancing tennis and the demands that come with off-court commitments. The British star, who rose to fame after her 2021 US Open victory, reflected on how activities outside of tennis, including sponsorship responsibilities, have affected her performance.

“Especially straight after I did really well, for the next few years it was very much like there was so much communication about things off the court,” Raducanu admitted in an interview with the Independent. She clarified that while her focus on tennis never wavered, the distractions inevitably drained her energy. “I would always, always give my 100 per cent on the court. I was always working really hard, but I just think that I wasn’t prepared as well for the other things that inevitably do take some energy out of you.”

Despite her challenges, Raducanu gave a glimpse of her talent throughout the year, especially during the British grass season. She reached the Nottingham quarter-finals and the Eastbourne semi-finals, followed by an encouraging Wimbledon performance that ended in the R16. However, a foot injury disrupted her momentum during the US Open. But, she came back strong at the Billie Jean King and managed to help her team reach the semifinals.

Raducanu’s endorsements dominate her earnings, accounting for over 98% of her $14.7 million income. In the recently released Sportico’s list of highest-paid athletes, she was ranked 7th. However, her on-court earnings were merely $671k. While her on-court struggles continue, her lucrative sponsorship deals have made her the 7th highest-paid female athlete in 2024. However, this has also raised major alarm bells, according to a finance expert.

Finance expert rings the alarm bells on Emma Raducanu after her 2024 season

Emma Raducanu’s struggles on the tennis court have sparked fresh concerns about her future, both as a player and a commercial star. Dr. Rob Wilson, a professor of Applied Sports Finance at Sheffield Hallam University, recently discussed how Raducanu’s inconsistent form could threaten her lucrative sponsorship deals.

“Emma Raducanu needs to be winning games to keep her commercial deals up,” Wilson explained. “Pretty much everything in terms of sponsorships in Raducanu’s case is between on-court and off-the-court performance.” While Raducanu was quick to secure long-term deals after her 2021 US Open triumph, Wilson pointed out the risk of her current form jeopardizing those agreements.

“If she doesn’t start winning matches and doesn’t go far in tournaments, it will be really hard for her to renegotiate or renew any commercial contracts and her career could end right at the beginning,” Wilson added. Despite her marketability, Wilson emphasized that sustained success on the court is crucial. “It would be a real shame because she is an incredibly talented person and also very attractive on the market.”

The Porsche sponsorship highlights the challenges Raducanu faces. After being handed a $160,000 911 Carrera GTS Cabriolet, the car was reportedly reclaimed due to Porsche’s ad hoc policies. Although Raducanu later showed a new Porsche, experts believe similar situations could arise if her form does not improve. What are your thoughts on this? Do let us know in the comments below!