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Emma Raducanu Loses £3M Vodafone Deal Over High Fee Demands
Emma Raducanu Reportedly Loses £3 Million Vodafone Endorsement Deal Amid Claims of Excessive Demands.

British tennis sensation Emma Raducanu has reportedly had her lucrative £3 million-a-year endorsement deal with telecommunications giant Vodafone terminated. The decision, which comes amid claims that the 2021 US Open champion asked for a significantly higher fee, marks a notable shift in the trajectory of the 22-year-old’s off-court brand power.
Raducanu first signed with Vodafone in December 2021, shortly after her historic Grand Slam victory in New York catapulted her to global fame. The partnership, which saw Raducanu appear in major campaigns and lead Vodafone’s grassroots tennis initiatives, was one of the cornerstones of her post-Open commercial portfolio. However, according to reports by the Daily Mail, the deal will not be renewed due to disagreements over financial terms.
Sources close to the matter claim that the athlete’s representatives requested a substantial increase in compensation, which Vodafone deemed unfeasible. The company, facing tighter marketing budgets and shifting brand priorities, opted to end the collaboration instead of meeting Raducanu’s reported financial demands.
Despite the setback, Raducanu remains one of the most marketable figures in women’s tennis. In 2024 alone, she amassed an impressive £9 million from various endorsement deals, bringing her total earnings for the year to an estimated £11 million. That figure secured her a spot as the seventh highest-paid female athlete globally, according to recent financial rankings.
Raducanu’s commercial appeal has extended well beyond the tennis court. Her endorsements have included major global brands such as Nike, Tiffany & Co., Dior, Wilson, British Airways, and Evian. Each partnership has contributed significantly to her burgeoning portfolio, which many industry analysts consider one of the most successful among young athletes today.
Currently, Raducanu is said to earn approximately £2 million from her association with Dior, in addition to sizeable deals with Tiffany & Co., Nike, and Wilson. Reports suggest Nike and Wilson each pay her £100,000 annually. However, not all brand relationships have been without complications. Last October, luxury automobile manufacturer Porsche reportedly reclaimed the £125,000 911 Carrera GTS Cabriolet that had been loaned to Raducanu as part of their promotional collaboration.
At the time, an associate close to Raducanu confirmed the vehicle’s return, stating, “Emma no longer has a Porsche. They took it back. It used to have pride of place at her home.” A spokesperson for Porsche echoed the sentiment, adding, “While we do on occasion loan Emma a car, this is very much on an ad hoc basis.”
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Emma Raducanu Reportedly Loses £3 Million Vodafone Endorsement Deal Amid Claims of Excessive Demands.

British tennis sensation Emma Raducanu has reportedly had her lucrative £3 million-a-year endorsement deal with telecommunications giant Vodafone terminated. The decision, which comes amid claims that the 2021 US Open champion asked for a significantly higher fee, marks a notable shift in the trajectory of the 22-year-old’s off-court brand power.
Raducanu first signed with Vodafone in December 2021, shortly after her historic Grand Slam victory in New York catapulted her to global fame. The partnership, which saw Raducanu appear in major campaigns and lead Vodafone’s grassroots tennis initiatives, was one of the cornerstones of her post-Open commercial portfolio. However, according to reports by the Daily Mail, the deal will not be renewed due to disagreements over financial terms.
Sources close to the matter claim that the athlete’s representatives requested a substantial increase in compensation, which Vodafone deemed unfeasible. The company, facing tighter marketing budgets and shifting brand priorities, opted to end the collaboration instead of meeting Raducanu’s reported financial demands.
Despite the setback, Raducanu remains one of the most marketable figures in women’s tennis. In 2024 alone, she amassed an impressive £9 million from various endorsement deals, bringing her total earnings for the year to an estimated £11 million. That figure secured her a spot as the seventh highest-paid female athlete globally, according to recent financial rankings.
Raducanu’s commercial appeal has extended well beyond the tennis court. Her endorsements have included major global brands such as Nike, Tiffany & Co., Dior, Wilson, British Airways, and Evian. Each partnership has contributed significantly to her burgeoning portfolio, which many industry analysts consider one of the most successful among young athletes today.
Currently, Raducanu is said to earn approximately £2 million from her association with Dior, in addition to sizeable deals with Tiffany & Co., Nike, and Wilson. Reports suggest Nike and Wilson each pay her £100,000 annually. However, not all brand relationships have been without complications. Last October, luxury automobile manufacturer Porsche reportedly reclaimed the £125,000 911 Carrera GTS Cabriolet that had been loaned to Raducanu as part of their promotional collaboration.
At the time, an associate close to Raducanu confirmed the vehicle’s return, stating, “Emma no longer has a Porsche. They took it back. It used to have pride of place at her home.” A spokesperson for Porsche echoed the sentiment, adding, “While we do on occasion loan Emma a car, this is very much on an ad hoc basis.”

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