Emma Raducanu has had her courtesy car claimed back by Porsche, but the 2021 US Open champion remains as one of the brand’s global brand ambassadors.
Originating in the Daily Mail, reports suggest that the ‘freebie’ Porsche 911 has been taken back by Porsche, a company known for the swiftness with which it withdraws its vehicles from celebrity ambassadors if it does not feel that it is achieving value for money.
Raducanu confirmed the partnership in a social media post in March 2022, posting: “So happy to be part of the #PorscheFamily as an official Brand Ambassador! Ready for every moment our journey holds for us #DreamersOn #ad.”
In an interview with her new sponsor she said: “My favourite car is the 911 for sure. Throughout the generations it’s so unique and beautiful in every way. I feel like it’s one of the most iconic cars that are out there.
“To be a brand ambassador for Porsche means a lot because now I feel like I might be able to sit in my own 911 one day – and that’s been a dream since I was a kid.
“It’s also really important for me to align with partners that I feel passionate about and which I identify with, and since motorsports has been a part of me since childhood, I think this partnership is incredible, and I’m really excited to see what sort of exciting things we can do going forwards.”
A Porsche spokesperson is reported to have confirmed that ‘she is no longer in possession of one of its vehicles’, adding ‘while we do on occasion loan Emma a car, this is very much on an ad hoc basis’.
“Emma Raducanu is a global brand ambassador for Porsche and there have not been any changes within our successful partnership since it started in 2022,” the spokesperson said. “We are very happy with our partnership.”
The news seemingly confirms what many have feared, that Raducanu is at risk of losing key endorsements if the 21-year old Brit is unable to maintain a consistent run of form, and fitness.
She has been highly marketable since winning the US Open, but her performances on the court since then have not exactly matched up to the hype surrounding her, as she has failed to get past the 2nd-round of all her recent Grand Slam appearances, the only exception being at this year’s Wimbledon.
It was reported by the Telegraph earlier this year that Raducanu’s registered company, Harbour 6, ‘posted profits of just under £10 million in 2023’, despite only managing to bring home less than £200,000 in prize money for the same time period.
While Raducanu is still a high-profile figure that brands are happy to work with, should the Brit continue to struggle on-court, sponsors might be forced into looking elsewhere.
“I’m just going to go back to the drawing board, and train, and analyse where I went wrong, and try to improve for the rest of the season,” she said after her US Open exit in late August. “Obviously, the slams are over for this year, but it’s not actually that long until Australia comes around again.
“I would have preferred to probably play a little bit more. I think I can learn from it, and manage my schedule slightly differently.”
Raducanu’s return to the match court, though, took another blow when the 21-year-old pulled out of qualifying for the Wuhan Open in China, having retired hurt at the Korea Open in September and then withdrawing from the China Open.
“Hello, last week in Seoul I sprained some ligaments in my foot which unfortunately need some more time to heal,” she wrote on social media. “It means I can’t play in Beijing (China Open) but I hope to be back competing as soon as I can.”
Emma Raducanu at the launch evening for Porsche NOW at Battersea Power station last year
© Tim P. Whitby/Getty Images for Porsche Cars GB
