British tennis star Emma Raducanu is facing backlash online following the announcement of a controversial new sponsorship deal that critics are calling “tone-deaf” and “out of touch.”
On Monday, Raducanu, 22, revealed a multi-million pound partnership with luxury fashion house Maison Delacroix, a brand known for its ultra-high-end products and a recent advertising campaign criticized for glamorizing wealth during a time of global economic uncertainty.
While Raducanu’s growing profile has made her a favorite among sponsors — including previous deals with Nike, Tiffany & Co., and Porsche — this latest move has raised eyebrows among fans and pundits alike.
> “This is a bad look,” wrote one user on X (formerly Twitter). “A young athlete who inspired working-class kids is now pushing £15,000 handbags. It feels like she’s losing touch.”
The criticism intensified after promotional photos surfaced showing Raducanu posing courtside in a full Maison Delacroix ensemble, priced at over £20,000 — alongside a caption that read: “Luxury is a mindset.”
Many fans interpreted the campaign as insensitive amid rising living costs and cuts to grassroots sports funding in the UK.
🎾 Tennis Meets High Fashion — At What Cost?
Raducanu’s representatives have defended the partnership, stating:
> “Emma is proud to work with brands that reflect her personal style and global aspirations. This campaign celebrates empowerment and elegance.”
However, others see it as a broader trend of young athletes being pushed too quickly into celebrity and luxury branding — often at the expense of their sporting credibility.
“Tennis needs role models,” said former pro and pundit Mark Petrovic. “What we’re seeing is Emma being turned into a marketing asset first, athlete second. It’s not her fault entirely, but it sends a weird message.”
🗣 Public Response Mixed
While some fans applauded Raducanu’s right to capitalize on her fame, others questioned her priorities — especially after a string of injury-related withdrawals and an inconsistent return to form on the court.
> “She’s talented, no doubt,” one commenter posted. “But maybe focus on winning matches before walking luxury runways.”
With Wimbledon around the corner, all eyes will now be on whether Raducanu can turn the conversation back to tennis — or if the media storm will follow her onto Centre Court.
