After Emma Raducanu’s stunning 2021 US Open victory, she quickly became one of the most sought-after players in women’s tennis, attracting high-profile sponsorships from brands like Dior, Porsche, Tiffany, British Airways, Vodafone, and Evian. However, as time has passed since that historic win, Raducanu’s on-court struggles have created a shift in the sponsorship landscape, and a new rising star is now stepping into the spotlight.
Raducanu’s breakthrough moment in New York made her a global sensation, as she became the first-ever player to win a Grand Slam after coming through qualifying. Yet, despite the early hype and commercial success, her form has faltered, and she currently resides just outside the WTA top 50. This fall in the rankings, combined with a series of fitness issues, has led to her sponsors reevaluating their investment in the once-promising star.
Meanwhile, a new wave of young talent is beginning to capture the attention of major brands. Leading the charge is 17-year-old Russian prodigy, Mirra Andreeva. Fresh off a strong 2024 season, Andreeva has already become one of the faces of Rolex, a luxury brand known for partnering with only the most elite athletes. Her impressive run to the French Open semi-finals last year, coupled with solid performances at Wimbledon and the Australian Open, have placed her in a much stronger position than Raducanu in terms of consistency and sustained success.
Although the exact value of Andreeva’s deal with Rolex remains undisclosed, it’s clear that the luxury watch brand tends to offer significant financial backing to athletes who are at the top of their game. Andreeva, despite being younger, has shown a level of stability and poise that Raducanu has yet to consistently replicate since her US Open triumph.
While Raducanu still holds some of her original sponsors, her performance on the court will ultimately determine whether she can maintain her elite status in tennis and continue to be a commercial magnet. Her Australian Open experience was less than ideal, suffering a 6-1, 6-0 drubbing at the hands of Iga Swiatek, followed by a narrow 5-7, 7-5, 7-5 loss to Spain’s Cristina Bucsa at the Singapore Open. In both matches, Raducanu struggled, particularly with her serve—a persistent issue that continues to hinder her game.
Despite the disappointing results, Raducanu tried to stay positive, finding some silver linings in her defeat. “I think I’m in a pretty good place with everything and I think I actually played better than I did in Melbourne, so that is ironic,” she remarked after her Singapore loss. Reflecting on her fight and the hours of court time she gained from the match, she added, “I fought really hard. I gave everything. So I just got to keep building and moving on.”
Looking ahead to 2025, Raducanu acknowledged the challenges she faces. “The scoreline was obviously quite harsh. I feel like I look back and know exactly what I need to do, and I take it as feedback,” she explained. One of her key takeaways was the need to improve her serving. “On my second serves, how the point is structured from then on, and also in the return games, you feel a lot more pressure.” Raducanu has set her sights on improving her consistency, particularly with her serve, which has been a weak link in her game despite her ability to rally and defend.
With Raducanu parting ways with coach Nick Cavaday after her Australian Open exit, the search for a new coach to address her serving issues becomes more urgent. Her future in the game—and her ability to retain high-profile sponsorships—hinges on whether she can resolve these technical problems and regain her form.
If Raducanu fails to regain her place among the top ranks of women’s tennis, she may find her commercial appeal diminishing, with newer stars like Andreeva positioning themselves as the next big thing in the sport.