Emma Raducanu secures new brand deal after losing in third round of US Open
British No.1 tennis star Emma Raducanu has landed a new sponsorship deal with personal care brand Wild following her exit from the US Open.
Raducanu secured wins over Ena Shibahara and Janice Tjen at Flushing Meadows before she was beaten by ninth-seed Elena Rybakina on Friday.
Her run in New York marked the first time she has progressed past the US Open first round since she incredibly landed the title as a qualifier in 2021.
Since her major triumph four years ago, Raducanu has teamed up with a number of brands and has now become Wild’s first global ambassador.
Wild is a British personal care brand, selling refillable deodorants and other products such as manuka honey lip balms made from natural ingredients.
The company says it aims to eliminate single-use plastics from bathrooms with Raducanu featuring in their new advertising campaign.
In a video published on Wild’s Instagram account on Tuesday, Raducanu is seen applying the deodorant to her armpit before telling viewers: ‘Big wins start with small changes.’
Raducanu is also set to star in a television advert for Wild in 2026 with the Briton ‘proud’ over her new endorsement deal.
‘For me, the definition of ‘champion’ isn’t just about results on the court – it’s about using my platform to make a difference,’ Raducanu said.
‘I’m proud to partner with Wild on [the] champions of change [initiative] and represent their commitment to sustainability and innovation.’
Wild’s co-founder and chief marketing officer Charlie Bowes Lyon added: ‘Emma is the definition of a champion of change.
‘She’s broken boundaries in sport, and now she’s joining us in challenging the status quo in personal care.
‘This campaign is about leading with impact, and Emma is the perfect partner to inspire our community to choose better for themselves and the planet.’
Raducanu, currently ranked world No.36, still hasn’t landed a trophy anywhere on the WTA Tour since her US Open title win in 2021.
But she remains immensely popular among tennis fans and has 2.9 million followers on her Instagram account.
In April, it was reported that Raducanu had been ‘axed’ from her £3m-a-year Vodafone partnership.
She still has a number of deals with other brands including Nike, Dior, Tiffany & Co, British Airways, Evian, HSBC and Porsche.
Raducanu has secured more money from her sponsors than her career earnings on the tennis court – which stands at $5.6m (£4.2m) to date.
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Emma Raducanu secures new brand deal after losing in third round of US Open
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