From Tiffany to Dior, Emma Raducanu’s history-making US Open victory led to a swathe of sponsorships, but after a series of surgeries she’s ready to let her game do the talking
29 May 2024
Serving up a comeback: Emma Raducanu has spoken out ahead of her return to the grass court swing this summer

You might think Emma Raducanu would be resting on her laurels. After stunning the tennis world with her legendary US Open victory in 2021, the British garnered some of sport’s most lucrative sponsorship deals. Tiffany’s, British Airways, HSBC – luxury brands and tennis fans alike can’t get enough of the 21-year-old, who earned £13 million in endorsements last year, despite wrist and ankle surgeries knocking her out of competition for the majority of 2023.

But as she makes her comeback, Raducanu is adamant that her game is more important than any high society brand deals. ‘I’m not just Emma Raducanu who arrives in a Porsche, wears Dior, and flies first-class,’ the champion told Grazia. ‘I came from Bromley on the park courts, and I want to send that message out. People can easily run away with a perfect image or a perfect life and it’s not like that.’

Her ‘strong, grounded values’ are, in part, due to her upbringing, which Raducanu recently discussed with The Times. Growing up training for elite sport was difficult, but now the star is thankful for her ‘pushy’ parents – who were reticent to let her pursue a dating life, or even hang out with her girlfriends, in the name of avoiding distractions.

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Fans of the young tennis star will have been delighted with a casual display of one Emma’s old hobbies – and of her bedroom at home

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