She might have failed to fulfil her potential on the court. But when it comes to maximising herself off of it, Emma Raducanu remains the sponsorship champion.

When Raducanu stormed to a sensational US Open triumph as a teenage qualifier in 2021, she appeared to have the tennis world at her feet. But the success proved nothing more than a freak event. A sporting oddity, like when Leicester City won the Premier League title in 2016. She hasn’t come close to winning another tournament, let alone a Grand Slam title.

A combination of injuries and changing coaches more times than Nottingham Forest and Manchester United combined hasn’t helped.

Some of the world’s biggest brands remain attached to Raducanu. And now a well-known Japanese clothing label, Uniqlo, has become the latest one to put its name to her.

The move comes in the wake of Raducanu’s split with Nike. The American sportswear giants have cited financial cutbacks, but have still been able to focus their investments on the likes of Carlos Alcaraz, Jannik Sinner and Aryna Sabalenka. Stars who win the biggest titles.

Raducanu’s new sponsors have cited her status as the British number one in launching her as their global ambassador. But how this remains the case is more a damning indictment of women’s tennis in the UK than of what Raducanu has achieved to remain at the top of the rankings.

Yet Raducanu remains a commercial queen, one of the highest-paid female sports stars in the world. It’s just a shame she can’t do much to justify this. Like winning tournaments, which it’s safe to presume is the reason she took up tennis in the first place.