Emma Raducanu has been told that losing her £3million-a-year Vodafone partnership should serve as a 'warning' amid her inconsistent performances in recent years.
The 22-year-old has started to show signs of her best form, having recently impressed at the Miami Open.
However, she's still yet to win a title ever since her remarkable win at the US Open nearly four years ago.
Recently, it was reported that Raducanu had lost her£3million-a-year Vodafone partnership - with the brand choosing to cut her loose.
Emma Raducanu has been told that losing her £3million-a-year Vodafone partnership should serve as a 'warning' amid her inconsistent performances in recent years
GETTY
She is still linked with many big companies but Vodafone, now, aren't one of them.
Sport finance expert Dr Rob Wilson has now provided his verdict on the situation.
And while he feels sympathy for Raducanu, he also thinks that the loss of the Vodafone sponsorship should serve as a warning.
“Off court financial performance is always inextricably linked to what happens on the court," he told Spin Genie.
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"Whether it's court, boxing ring, football pitch, whatever.
“So there is a level of sadness about losing a sponsor because Emma Raducanu seems like a good person.
"It's a shame for her on an individual level, but it's not surprising and it should serve as a warning.
“This demonstrates the need for her to get back to winning games of tennis and being in that media spotlight.
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Emma Raducanu previously won the US Open back in 2021PA"It might be the making of her, because actually she delivered so much off court success so quickly and you naturally get pulled away.
“You get pulled away because you've got to do the activations and the sponsorship appearances and the endorsements that actually being able to concentrate a bit more on tennis, which is why she's there in the first place, might be helpful to her.
“The reality is, in female tennis, it’s a pretty open, open field.
"Nobody's really grabbing it by the scruff of the neck and looking like they’ll be number one for a long time.
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“You have to go back a long way to remember the last consistent female number one, so that is still an opportunity.”
Another British tennis player who has found themselves in the spotlight in recent times is Jack Draper.
The 23-year-old impressed last year when he made the semi-finals of the US Open, before eventually losing to Jannik Sinner.
Draper is currently competing at the Madrid Open, with the Briton due to face Matteo Berrettini later today.
Emma Raducanu recently impressed at the Miami Open
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Wilson feels the tennis star will have plenty of sponsorship opportunities in the coming years ahead if he keeps playing at a high level.
“Jack Draper has a huge opportunity because it’s a properly open playing field," he continued.
"The fact that we know his name tells us that he is having a degree of success.
“Whether we can elevate what he's done so far to become a contender for ATP tours and some of the Grand Slams remains to be seen. But he's up there. He's right up there.”
