After her spellbinding victory at the US Open aged just 18, a host of global brands were clamouring to work with Emma Raducanu.
But success on the court has been hard to come by since those heady days, with the 22-year-old struggling to rediscover that form because of injury and an ever-changing rota of coaches.
And now it seems some of her sponsors have lost faith.
The Mail on Sunday can reveal Ms Raducanu has been axed from her £3million-a-year partnership with Vodafone.
Sources say the communications giant decided against renewing its deal because she was demanding too much money.
The MoS broke the story in December 2021 that Ms Raducanu – who won the US Open that year – had signed a lucrative deal to be the face of Vodafone.
She also agreed deals with Nike, Tiffany, Evian and British Airways.
After her spellbinding victory at the US Open aged just 18, a host of global brands were clamouring to work with Emma Raducanu, pictured
But success on the court has been hard to come by since those heady days, with the 22-year-old struggling to rediscover that form because of injury and an ever-changing rota of coaches
The Mail on Sunday can reveal Ms Raducanu, pictured, has been axed from her £3million-a-year partnership with Vodafone
She was the seventh highest-paid female athlete in the world in 2024, according to Sportico, which claims Ms Raducanu has earned £9million from her endorsements and £11million in total.
Now ranked 47th in the WTA rankings, seven places behind the British No1, Katie Boulter, Ms Raducanu earns approximately £100,000 each from her deals with Nike and Wilson.
She nets a further £2million from deals with Dior and Tiffany and Co.
Vodafone was the most lucrative deal but it appears her demands proved too much for the relationship.
In October it was revealed she had returned her £125,000 Porsche, which she was handed as part of her deal with the luxury car brand.
According to sports finance expert, Dr Rob Wilson, Ms Raducanu will struggle to keep any of her sponsorship deals if she cannot produce positive results on the court.
She has withdrawn from the Great Britain squad for this weekend’s Billie Jean King Cup qualifiers to ‘look after her body’.
A spokesman for Vodafone declined to comment. Ms Raducanu was contacted for comment.
