'Life Is Rarely A Straight Line': Raducanu Receives Public Backing From Sponsor

'Life Is Rarely A Straight Line': Raducanu Receives Public Backing From Sponsor

by Nurein Ahmed

Emma Raducanu's career has fallen off from great heights since her breakthrough US Open, but she has the full support of one of her major off-court sponsors.

In 2021, Raducanu made history by becoming the first qualifier to win a Grand Slam title. She won ten straight matches in New York without dropping a set, a feat never seen before in professional tennis.

That success helped establish her as the new face of British tennis and earned the unheralded former Top 10 player high-income sponsorship contracts. Through super-agent Max Eisenbud, Raducanu penned down multi-million sponsorship deals with major brands in fashion and sports.

In 2022, Raudcanu became a global brand ambassador for HSBC, which is a British Universal Bank and financial services group, and appeared in one of the company's marketing campaigns last season while on an injury hiatus.

Financial records from the 21-year-old's Harbour 6 Ltd company showed that she generated profits of over $10 million from 2023 despite playing a total of ten matches. Over 90% of Raducanu's revenue came from endorsements.

Despite a lucrative off-court portfolio, Raducanu has struggled immensely to live up to the hype and her big accomplishment from the US Open. Injuries, frequent coaching changes, and poor decision-making in scheduling have largely contributed to her downfall in the rankings.

She is currently outside the Top 200 and withdrew from Roland Garros qualifying in preparation for grass and hard-court swings. However, HSBC, with whom Raducanu has collaborated for a multi-year deal, has issued a statement to support her in her career renaissance.

"In any walk of life, we experience unexpected pivot moments. In just a few years, Emma’s career has seen her experience both the highest of highs and moments of uncertainty. At HSBC, we understand that life is rarely a straight line and we’re proud to be supporting Emma on every stage of her journey."

HSBC’s Global Head of Brand, Jonathan Castleman

Raducanu is coming off three surgeries she underwent last year when she shut down her season in April. She has been inconsistent since rejoining the tour in January, winning seven tour-level matches in the first half of the season.


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