Emma Raducanu has message for critics blaming endorsement deals for her struggles

Some believe Raducanu's endorsement deals are to blame for what has been happening since the 2021 US Open.

by Dzevad Mesic
Emma Raducanu has message for critics blaming endorsement deals for her struggles
© Getty Images Entertainment - Tim P. Whitby

Emma Raducanu has highlighted that tennis is her "priority" and that endorsement deals are by no means responsible for her post-2021 US Open form and results. Following her historic 2021 US Open win, Raducanu quickly signed several lucrative sponsorship and endorsement deals.

Now, Raducanu is the face of some of the world's leading brands, such as Dior, Tiffany & Co, etc. Raducanu, who underwent multiple surgeries in May, hasn't won any titles since the 2021 US Open. When Raducanu started to often lose and deal with injuries and physical setbacks, some started claiming that the 20-year-old was more focused on her sponsorship deals than on actual tennis. "Certain scenarios I'm still trying to get my bearings, it's not just tennis and fitness it's the other, it's the commercial sides as well and that's totally ok, because you have to think ahead about your life after your career is over and I think that a lot of the successful athletes would have said I wish maybe when I was younger I did think ahead a little bit.

I think I have a lot of bandwidth and knowledge and learning, so I'm just curious about everything and every different world I can get into, but at the end of the day tennis and training is my priority," BBC Radio 4's Today programme.

Raducanu's agent defended the Briton

In July, agent Max Eisenbud delivered a very honest message to those who were blaming Raducanu's endorsement deals for her results. Addressing those critics, agent Eisenbud claimed that Raducanu "could have done 100 deals" if she wanted.

Also, the Briton's agent said that the 20-year-old "left millions and millions on the table" by not accepting certain offers. Meanwhile, Raducanu is regularly working on her return to tennis. After missing the entire second half of the 2023 season, Raducanu is presumably targeting to play again at the start of the 2024 season.

Emma Raducanu Us Open