Emma Raducanu loses the race of Rolex 'Brand Ambassador' to a rising star

Emma Raducanu established herself as the most sought-after player in women’s tennis for potential sponsors following her remarkable 2021 US Open title win. However, a new contender is now capturing lucrative endorsement deals with top-tier brands.

Raducanu dominated the conversation as the most talked-about sportswoman globally when she made history as the first tennis player ever to win a Grand Slam after navigating through qualifying rounds.

Several brands, including Dior, Porsche, Tiffany, British Airways, Vodafone, and Evian, expressed interest in aligning themselves with Emma Raducanu following her remarkable victory in August 2021. 

However, as time has passed, Raducanu has faced difficulties in maintaining her fitness and form. Currently positioned just outside the top 50 in the WTA Rankings, she has failed to meet the expectations of her sponsors and brands.

Mirra Andreeva taking Emma's spot

The next generation of tennis stars is surging ahead of Raducanu in the competition for lucrative sponsorship deals. 

Leading this charge is Russian teenager, Mirra Andreeva, who has been recently announced as a new ambassador for Rolex. 

Andreeva made a strong mark by reaching the semi-finals at the French Open last year, in addition to her impressive fourth-round finishes at both the Australian Open and Wimbledon.

She has shown remarkable consistency by reaching the last eight in three WTA 1000 tournaments, highlighting her impressive performance, especially when compared to Raducanu despite the age difference as the 17-year-old is still quite young.

While the specifics of Andreeva’s deal with Rolex remain undisclosed, it's evident that the luxury watch brand chooses to partner with some of the most prominent figures in sports.

Raducanu still retains several sponsors from her post-US Open victory, but she must improve her on-court performance to solidify her position as a leading figure in tennis.

“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,” Raducanu said about her recent performance.