Despite a brief hiatus, tennis sensation Emma Raducanu has made a swift return to the social media sphere, signaling the relentless demands of the modern age on sports celebrities. Raducanu, who skyrocketed to worldwide acclaim after her triumphant win at the US Open, has grappled with a turbulent three-year period since her victory. This tumult has been marked not only by her struggles on the tennis courts but also by the relentless scrutiny she faces off the field.
The 22-year-old’s sporting journey has been marked by persistent injuries and a dip in her on-court performance. These challenges have inevitably spilled over into her commercial sphere, impacting her sponsorship prospects. Some of the endorsement contracts she bagged post her US Open acclaim have either expired or are on the brink of doing so.
The decline in her brand ambassador value has mirrored her on-field struggles. However, her complete withdrawal from social media is impractical, given her existing sponsorship commitments. In today’s digital age, maintaining an active social media presence is essential, given its appeal to sponsors.
With a whopping 2.6 million followers on Instagram, Raducanu has emerged as a powerful influencer, particularly among younger demographics who admire her as more than just an athlete. Her absence from social media would inevitably dent her commercial appeal – a fact that may well explain the quick revival of her Instagram account, which was briefly deactivated last week.
However, the glamour and benefits of social media come with their set of drawbacks. Raducanu has borne the brunt of this harsh reality more than most. Her inspirational victory at the US Open, which saw her battling her way through qualifying rounds to clinch a Grand Slam title, was a beacon of hope for young girls globally. However, the fallout from that win is a stark reminder of the unkind nature of the digital world.
There have been numerous instances of Raducanu being unfairly targeted on social media, with accounts being created solely to troll her. She has faced undue criticism following match losses or injury reports. This negative aspect of social media life could understandably make the young athlete ponder whether it’s worth the hassle.
This sentiment was reflected after a recent incident in Dubai where she was harassed by a fan exhibiting ‘fixated behavior’. Speaking about the incident, a visibly distressed Raducanu said, “I saw him in the first game of the match and I was like, ‘I don’t know how I’m going to finish’. I literally couldn’t see the ball through tears. I could barely breathe. I was like, ‘I need to just take a breather here’. It wasn’t the loss that brought me to tears, but the incident.”
Amid such intense scrutiny, several sport commentators including respected tennis broadcaster, Marcus Buckland, have raised the question of whether Raducanu might consider stepping away from tennis. Buckland told Tennis365, “It’s really tough for her and I hope she doesn’t conclude that she doesn’t need tennis. If she gave up tennis tomorrow, she has earned enough not to worry about money and she could pursue other areas she is interested in. She has mentioned a banking career.”
He further added, “She needs to find consistency on court and build momentum. Establishing a strong team off the court can give her the strength to deal with everything else that comes her way. Until she starts getting some big wins against the top players, doubts will persist and that’s why she might ask why she is putting herself through this.”
Regardless of these challenges, Raducanu’s status as an influencer is unlikely to fade. However, her continued presence on social media, despite its potential threat to her mental health, points to the harsh realities faced by modern-day athletes.
