Tennis sensation Emma Raducanu, 19, hits back at criticism she is 'distracted' by lucrative off-court endorsement deals in new Nike advert - after she was thrashed in her first match of 2022

  • Emma Raducanu, 19, shared a new Nike advert in which she hit back at comment
  • Can be seen on court emblazoned with words 'distracted' and 'one hit wonder' 
  • In November, Eddie Jones said she was 'distracted' by lucrative off-court deals  
  • Comes after she snapped up deals with British Airways, Dior and Tiffany&Co
  • Teenager ended Britain's 44-year wait for a women's Grand Slam singles champ 

Emma Raducanu has hit back at criticism she has been 'distracted' by lucrative off-court endorsement deals in a new Nike advert. 

The tennis star, who lives in Kent, has had a rapid rise to A-list celebrity status following her US Open triumph in September, and has since been invited to be ambassador for an array of luxury brands.

However in November she met criticism from Eddie Jones said: 'The big thing for good young players is distractions. There's a reason why the young girl who won the US Open hasn't done so well afterwards.

'What have you seen her on - the front page of Vogue and Harper's Bazaar or whatever it is, wearing Christian Dior clothes.'

In the advert, which Emma shared on her Instagram page, she can be seen racing across a court emblazoned with the words 'fluke', 'one hit wonder' and 'distracted.' 

The tennis player shared the advert days after she suffered a dreadful defeat in her first match of 2022, winning only one game against Elena Rybakina, less than a week before the start of the Australian Open. 

Emma Raducanu has hit back at criticism she has been 'distracted' by lucrative off-court endorsement deals in a new Nike advert

Emma Raducanu has hit back at criticism she has been 'distracted' by lucrative off-court endorsement deals in a new Nike advert

In the advert, which Emma shared on her Instagram page, she can be seen racing across a court emblazoned with the words 'fluke', 'one hit wonder' and 'distracted'

In the advert, which Emma shared on her Instagram page, she can be seen racing across a court emblazoned with the words 'fluke', 'one hit wonder' and 'distracted'

As the advert comes to an end, the tennis sensation looks directly into the camera before the words emerge on the screen: 'World off, game on.' 

The British teenager produced one of the sporting stories of last year when she navigated the qualifying rounds in New York to storm all the way to the final, where she defeated Canada's Leylah Fernandez 6-4, 6-3 to win her first Grand Slam title, as well as £1.8million in prize money.

The first British woman in 44 years to win a Grand Slam singles title, she did not drop a set during the tournament. 

Raducanu gained celebrity status with her maiden Grand Slam win at Flushing Meadows, with brands lining up to offer her sponsorship deals and a host of magazines featuring her on the front cover. 

Raducanu gained celebrity status with her maiden Grand Slam win at Flushing Meadows, with brands lining up to offer her sponsorship deals and a host of magazines featuring her on the front cover

Raducanu gained celebrity status with her maiden Grand Slam win at Flushing Meadows, with brands lining up to offer her sponsorship deals and a host of magazines featuring her on the front cover 

Emma Raducanu's VERY impressive sponsorship deals  

Raducanu gained celebrity status with her maiden Grand Slam win at Flushing Meadows, with brands lining up to offer her sponsorship deals and a host of magazines featuring her on the front cover. 

Since winning in September, the teenager has announced deals with:

Dior - In her new role, the teen will represent Dior Creative Director Maria Grazia Chiuri's womenswear collections as well as the luxury brand's skincare and make-up ranges

Tiffany&Co. -  Brand ambassador in deal said to be worth £2 million

Sports Direct - Face of £6 million Christmas campaign. Teen was joined by Euros heart throb Jack Grealish and an array of Britain's top young sporting stars in the advert.

Evian - The teenager will be the water brand's new ambassador, joining the likes of Dua Lipa, Maria Sharapova and Ella Chen

British Airways - Global brand ambassador

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Days later she found herself among the A-list elite at New York’s Met Gala – the biggest night in fashion.

She rose to the occasion in a stunning midriff-baring, monochrome Chanel outfit complete with pearls encircling her waist and Tiffany diamonds in her ears.

Personally invited by Vogue chief Dame Anna Wintour, she was seated on the $500,000 Chanel table with its celebrity ambassadors – prompting speculation she would join their ranks as an ambassador. 

Meanwhile, the teenager was then revealed as the face of jewellery brand Tiffany and Co in a deal estimated to be worth more than £2million.

And in October, she became the latest celebrity to be announced as an ambassador for high-end fashion house Dior.

In the role, the teen will represent Dior Creative Director Maria Grazia Chiuri's womenswear collections as well as the luxury brand's skincare and make-up ranges.

It is not known how much Emma will be paid for her role as an ambassador for Dior.

She has since scooped deals with Evian and appeared as the face of Sports Direct's 2021 Christmas campaign.

The tennis star has been heralded as a 'sponsor's dream', and is on course to become the highest earning female sports star of all time. 

It was also reported that she laid the groundwork for her potential earnings aged 17, registering Harbour 6 Limited to manage her finances. 

However Emma's first appearance this year resulted in such a short-lived thumping that she headed straight for the practice courts afterwards.

It was all too evident just how many gaps Raducanu has to fill in her game as she lost 6-0, 6-1 in only 55 minutes to world No 13 Elena Rybakina of Kazakhstan, at the Sydney Tennis Classic earlier this week.

On this evidence, Raducanu cannot be expected to survive the first week at Melbourne Park — although, as a seed, she will be spared meeting someone of this calibre in the opening rounds of the tournament. 

Emma further cemented her place as a household name as she was revealed as she face of Sports Direct's 2021 Christmas campaign earlier this month
Emma Raducanu has been unveiled as Evian's new global brand ambassador - after the tennis sensation was signed up to represent high-end labels Dior and Tiffany & Co

Emma further cemented her place as a household name as she was revealed as she face of Sports Direct's 2021 Christmas campaign (left) and a global brand ambassador for Evian (right) 

Despite winning lucrative sponsorship deals, the US Open champion was thumped in straight sets by Elena Rybakina of Kazakhstan

Despite winning lucrative sponsorship deals, the US Open champion was thumped in straight sets by Elena Rybakina of Kazakhstan

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Tennis sensation Emma Raducanu hits back at criticism she is 'distracted' in new Nike advert

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