Emma Raducanu makes revealing comments about her lucrative sponsorship deals
Emma Raducanu’s long list of sponsors has often been viewed as a negative distraction in her career, yet the 2021 US Open champion believes their ongoing support has been vital to her comeback.
Raducanu attracted some high-profile sponsors after her incredible win in New York a little over two years ago, with companies like Porsche and British Airways standing by her despite her lack of success since her maiden Grand Slam title.
Some of those sponsorship deals may have expired after two years, but Raducanu has suggested that most of her backers are still retaining her as one of their marquee athletes.
Now she has suggested her desire to get back to the top of the game as she aims to reward her sponsors for standing by her after he missed most of last season due to injury.
“I think people may have thought like, ‘oh, injury, you might have so much time on your hands’,” Raducanu told Sky Sports.
“No, I actually had even less. It was all a good time.
“My partners have really backed me and supported me even in a year out. So anything that I can do to give back, give extra is really important to me.
“And also just being around them, you learn so much that I think you can apply to your own trade and your own industry. And just the quality control, almost perfectionism, the detail, the planning, everything.
“It’s like, ‘well, OK, people approach a project like this and how can I kind of take that mindset into tennis?’ Because I think a lot of the time on tour, it’s kind of ad hoc, you know, that’s the norm.
“But having a clear planning structure, it seems to work in other industries so applying it to my own was a good idea.”
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Raducanu made a hugely positive impression as she played in her comeback event in Auckland last week, with her performances fuelling hope that she can shine in 2024.
The 21-year-old lost to eventual finalist Elina Svitolina and stated she was encouraged by her performances in New Zealand.
“I can take away that I played a high level for two, long sets,” said Raducanu. “I’m proud of how quickly I was able to get my level up, as Elina gives you nothing.
“To be able to play like I did for two sets, in my second match back… the level was raised really quickly.”
After the game, Svitolina said on court: “It was a great match from both of us. Emma played a great match and it was really difficult, physically.
“I hope I will recover for tomorrow, be ready and you guys can give me some support.
“Two great matches and now against Emma, they played really well. I am happy with the way I handled pressure moments and just a really great way to start the year.”
Raducanu is playing in an exhibition event this week and will then play in the main draw at the Australian Open after gaining direct entry via her protected ranking of 103.
It appeared that Raducanu was going to be required to go through qualifying for the Australian Open due to her protected ranking – given to players who have been sidelined long term – not being high enough.
However, the Australian Open announced in a post on X, formerly Twitter, that Raducanu would take the place of American Lauren Davis in the main draw after the American withdrew due to a shoulder injury.
Davis joins French Open finalist Karolina Muchova, Irina-Camelia Begu and Caty McNally on the withdrawal list.
Two-time Wimbledon champion Petra Kvitova has also withdrawn from the tournament after announcing she is pregnant with her first child.
