It appears as if Emma Raducanu has been replaced as the Global Brand Ambassador for Dior as a new face of the brand was confirmed from the tennis world in Chinese superstar Zheng Qinwen.
Raducanu joined forces with Dior in the autumn of 2021 as one of many brands to throw their weight behind the Brit after she won the US Open. But she is now ranked World No.60 and has been dogged by injury issues since that run.
While Zheng on the otherhand keeps going from strength to strength. She reached the Australian Open final in January before winning the Olympic gold medal. She reached the final of the WTA Finals and finished as one of the highest paid female athletes in the world per Forbes.
Also she is a tennis player who certainly embraces fashion and being a brand adorning covers of various magazines including Vogue over the past year.
The brand said the move to sign Zheng Qinwen was as “embodies the elegance and boldness of Dior style, a femininity in perpetual motion”. They also added: “More than ever, this unique alliance seals the house’s commitment to empowerment and self-assertion, spotlighting the multiple connections that unite the worlds of sport and couture.”
Raducanu will face Ekaterina Alexandrova in her first round tie but has faced a few sponsorship setbacks with her knock inn form. In particular with Porsche in a heavily publicised story where her dream car was taken back by the brand in a show that she was potentially on her way out.
This too signals perhaps the end of her partnership at least on a big scale with Dior with Raducanu also signing with Tiffany & Co and British Airways since her US Open triumph. As well as Vodafone and like alluded to Porsche so while she is not short of deals, it shows the changing face of tennis and that in this case is Zheng Qinwen.
Qinwen Zheng becomes the new global ambassador for Dior.
— The Tennis Letter (@TheTennisLetter) January 9, 2025
Superstar. 💫
🇨🇳♥️ pic.twitter.com/muDxqjZQ3I
Samuel GillEditor-in-Chief
Samuel Gill is the Chief Content Officer (CCO) of TennisUpToDate.com, a role he has held since 2020. He is responsible for editorial governance across the platform, including setting content standards, overseeing accuracy and consistency, and guiding long-term editorial strategy. Since joining, he has contributed more than 10,000 articles and editorial pieces across the TennisUpToDate network, playing a central role in the daily operation and development of the site.
Based in Leicester, Samuel has a broad background in tennis media. In his current role, he works closely with editors and writers to ensure coverage meets clear journalistic standards, with particular attention to verification, consistency, and timely updates when new information becomes available.
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