“She’s a marketing dream” Teen sensation Emma Raducanu set to become the highest-paid British athlete in 2021
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Emma Raducanu
18-year old Emma Raducanu broke multiple records when she made it to the finals of the 2021 US Open. She became the first qualifier to reach the finals of any Grand Slam and in the process set up the first teenage final at the US Open for the first time since 1999 as she will face Canada’s Leylah Fernandez who turned 19 during this year’s US Open.
Emma who reaches the finals without dropping a single set including the 3 qualifying rounds she played before entering the main-draw, is set to receive $1.2 million for making it to the finals. This amount is equivalent to 4-times the career prize money Emma has won so far in her short career since turning Pro in 2018.
Speaking about the marketability of Emma given her recent success as she also made it to the 4th round of the 2021 Wimbledon, Simon Chadwick from the Emlyon Business School said, “There are plenty of deals Emma could make with big brands. There’s so much potential on where Emma could go commercially.”
“The advertisers and sponsors will be queuing up for Emma Raducanu”
Emma who will turn 19 come November has a diversified heritage. Her father Ian is Romanian while her mother Renee is from China. Emma was born in Toronto, Canada but grew up in Britain. “Emma’s age, she’s Generation Z, her dual heritage, her growing profile and the global platform she’s on means big things are ahead for her,” added Simon Chadwick about how Emma could soon be a global icon.
Sponsorship and marketing consultant, Nigel Currie, explained further how things are falling correctly for the young Brit.
“With Serena Williams coming to the end of her career, it is a perfect timing and a fantastic opportunity for Raducanu. She’s a marketing dream, really, so the advertisers and sponsors will be queuing up. For an unranked player, two deals were typical, but the next round of deals she negotiates will be absolutely huge, with Nike and Adidas fighting over her,” Nigel said.
With Emma set to become the British No. 1 after the conclusion of the 2021 US Open, Nike who currently sponsor her shoes and clothing and Wilson who look after her racquet needs will be facing great competition from other brands who will be battling it to get the signature of the teen star who has already gained quite a great following in the past 3 months.
Also Read: What will be the new WTA ranking for Emma Raducanu and Leylah Fernandez post US Open 2021 success?
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Sarthak Shitole
(3462 Articles Published)