British tennis star Emma Raducanu has lost her lucrative £3 million-a-year sponsorship deal with Vodafone, a relationship that had lasted four years.
The telecommunications giant has reportedly terminated the contract after the 22-year-old "demanded too much money" during renewal negotiations.
The 2021 US Open champion had been one of the faces of the company since December 2021.
Despite this setback, Raducanu still maintains several other valuable endorsement deals with prestigious brands including Dior, Tiffany, Nike and British Airways.
Emma Raducanu reportedly demanded too much from Vodafone during negotiations
PA
Raducanu had been collecting £3m annually from Vodafone after signing the contract in December 2021.
She featured prominently in their promotional efforts, including appearing as a virtual coach via a 5G hologram for aspiring tennis players.
However, her role was reduced in 2023 after she ended her season early to undergo triple surgeries.
The Mail claims that Vodafone decided not to renew the partnership because Raducanu was "demanding too much money" during negotiations.
The Vodafone deal was reportedly her most profitable endorsement.
Currently ranked No.47 in the world, Raducanu continues to be one of the highest-earning female athletes despite her struggles with form and fitness.
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She made a whopping £9 million from endorsements in 2024, taking her annual earnings to £11 million.
This made her the seventh best-paid female athlete in the world that year.
Raducanu still earns approximately £100,000 each from Nike and Wilson.
She also pockets around £2 million from her deals with Dior and Tiffany and Co.
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Emma Raducanu recently won four matches on the trot at the Miami Open in a positive return to formREUTERSQuestions have also arisen regarding Raducanu's partnership with Porsche.
In October, it was reported that the luxury car manufacturer had taken back the £125,000 911 Carrera GTS Cabriolet she had been using for three years.
One of Raducanu's associates reportedly said: "Emma no longer has a Porsche. They took it back. It used to have pride of place at her home."
A Porsche spokesperson clarified: "While we do on occasion loan Emma a car, this is very much on an ad hoc basis."
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Emma Raducanu has been an ambassador of Porsche since 2022InstagramRaducanu has been attempting to rebuild her career after a prolonged absence due to double wrist surgery in 2023.
She showed promising signs at the Miami Open last month, reaching the quarter-finals.
The British star credited her improved performance to having "some really good people around me who I trust and who I have fun with off the court."
Raducanu is reportedly in talks with Mark Petchey to become her full-time coach following her split with Nick Cavaday in January.
