Emma Raducanu has reportedly lost her £3 million-a-year sponsorship deal with Vodafone. The decision follows claims she was “demanding too much money,” prompting the telecom giant not to renew the partnership, according to sources cited by the *Mail on Sunday*.
The 22-year-old tennis star secured the deal in 2021 after winning the US Open, which sparked a flurry of endorsements. The Vodafone deal was reportedly her most lucrative, surpassing even her high-profile agreements with Dior and Tiffany & Co.
Despite recent signs of progress on court, including a Miami Open quarter-final run, Raducanu has struggled with injuries and consistency. These issues may have begun to affect her brand appeal and long-term marketability.
While she remains one of the highest-paid female athletes, earning most of her income from sponsorships, the loss of a major backer like Vodafone suggests shifting commercial confidence in her future performance.
