Emma Raducanu ‘struggling’ to maintain commercial deals, says expert
Emma Raducanu remains in risk of shedding her profitable recommendations beyond tennis, according to one sporting activities financingexpert
Raducanu turned into one of one of the most in-demand skills in globe sport on the back of her fairytale United States Open win in 2021, authorizing recommendation take care of the similarity British Airways and Tiffany nearly instantly.
However, those deals were authorized due to on-court success and the account that it brought, yet the 22-year-old has actually battled to play suits considering that due to a myriad of injury troubles.
That might well currently place those handle risk, says Dr Wilson, a teacher of Applied Sports Finance at Sheffield Hallam University.
“Emma Raducanu needs to be winning games to keep her commercial deals up,” Wilson informed OLBG. “Pretty much everything in terms of sponsorships in Raducanu’s case is between on court and off the court performance.
“So you have to win matches in order to generate additional benefits off field sponsorships, commercial endorsements, influence on social media and so on to be relevant and have a relevant voice in that market that you are operating within.
The 2024 Highest-Paid Female Athlete list is here! The latest from @kbadenhausen, tennis players dominate the list, with Coco Gauff leading the way with $30.4M in earnings this year.
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“Where she was smart was where she signed some lengthy deals when she won the US Open. It wasn’t like [Darts player] Luke Littler who signed very short-term deals to maximise what was an iconic moment in darts.
“But if she doesn’t start winning games, if she doesn’t go deep into tournaments, she is going to really struggle to renegotiate or renew any of those commercial endorsements and the career could be over pretty much in its infancy, which would be a crying shame because she’s a hugely talented individual and hugely marketable as well.”
Raducanu continues to be unbelievably valuable in the meantime, though. Indeed, the Sportico Rich List put her 7th amongst women professional athletes for 2024– listing once more controlled by tennis gamers.
However, just $671k of her reported $14.7 m profits in the year originated from tennis itself with the substantial bulk made from the commercial deals she authorized after the 2021 United States Open win
RELATED: Coco Gauff tops females’s showing off abundant listing for 2nd successive year with document profits
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