Emma Raducanu adds British Airways to her growing portfolio of sponsorship deals, flying the flag as the UK’s premier brand alongside deals with US jewelry company Tiffany’s, French fashion brand Dior and evian bottled water .
in fact I was not [superstitious] until last week when I thought ‘ok’. I had poqui [a Filipino eggplant and scrambled eggs dish] for dinner every night for three weeks and, in the end, I kept it the same because I didn’t want to take any chances. Emma Raducanu
Additionally, the Mail on Sunday revealed that the 19-year-old from Bromley has struck another multi-million pound deal with communications giant Vodafone which is expected to be announced in February.
British Airways, which already supports Team GB, Paralympics GB and England Rugby, unveiled Raducanu as its global brand ambassador last week.
“British Airways have taken such good care of my team and me since the US Open and I have felt their support everywhere I have flown,” said Raducanu. “Partnering with such an iconic British brand that can play a big role in my performance means a lot to me.
“I am fascinated by aviation and we have some interesting projects planned together.”
Raducanu, who recently won the BBC’s Sports Personality of the Year award in 2021 and was voted WTA Newcomer of the Year, said in a social media post that she traveled with the company on the way to the US Open in September.
British Airways, which prides itself on connecting Britain with the world and the world with Britain, will support Raducanu as she represents the nation to the world, having her participate in tournaments and training around the world. whole, including next year’s French and US Open and Masters events in California and Rome.
“As we envision a new world opening, we are delighted to support the best of British talent, Emma Raducanu,” said Tom Stevens, Director of Brand and Customer Experience at British Airways. “We couldn’t have been prouder as a nation than when Emma won the US Open.
“Sport has the power to inspire and unite people around the world, so we are delighted to support Emma as she represents Great Britain and takes on the world.”
Two weeks ago, Raducanu signed with evian as the global ambassador of the water company, posting on her Instagram account: “I am honored to join the evian team!
“Evian is an iconic brand and a champion of tennis and the young generation, which is why I am proud to join their family.
“As an athlete, healthy hydration continues to be of the utmost importance in my daily activity, so I am delighted to be partnering with evian and can’t wait to see what happens next! “
Evian’s investments in tennis have included sponsorship deals with prominent tournaments and players such as Wimbledon, Maria Sharapova, Stan Wawrinka and Kyle Edmund.
Relatively unknown in early 2021, the 19-year-old rose to prominence after winning the US Open, the first Briton to win a Grand Slam in 44 years when Virginia Wade won Wimbledon in 1977.
While the financial terms of the BA and Evian deals have not been disclosed, the two are sure to amount to millions of pounds.
Raducanu signed with Tiffany for $ 2.6 million in September, while the deal with Dior is said to be $ 2 million.
While still a schoolgirl last year, she signed with IMG, the talent management company, where she is taken care of by Max Eisenbud, the man behind Maria Sharapova’s big contracts.
Comparing his two tennis stars, Eisenbud recently told the New York Times: “The difference between Maria winning Wimbledon and Emma winning the US Open really comes down to social media.
“There was no social media in 2004, but it made things happen so fast this time. It’s just warp speed.
“The iron is hot, we strike!” “
The number of subscribers to Raducanu’s social networks is well over 2 million.
The British No.1 entered the US Open with Nike and Wilson sponsorships seen as one-year rolling contracts paying around $ 132,000 but, according to the Times, there will likely be a rush among the top brands to guarantee the long-term player’s signature. ‘when these offers expire.
With her Chinese and Romanian heritage, Raducanu is now one of the most marketable women in the world, and is already worth over £ 10million, with her victory in New York earning her around £ 2million alone.
Experts say she is extremely marketable because she is British, ‘watch the play’; and is fluent in Mandarin, which is very useful for large organizations in the Far East.
“It’s a blow to Vodafone,” a source told Katie Hind to the Mail on Sunday. “Everywhere Emma goes now, she will have their logo nearby.
“She’s exactly the woman they want: successful, normal and someone young people aspire to be like.” She is literally the perfect signature.
© James Chance / Getty Images
She is also sympathetic and eloquent.
Raducanu went into the tennis record books after her final victory over Leylah Annie Fernandez in New York City, after becoming the first qualifier to win a Grand Slam tournament without losing a set.
The Briton captivated fans with her trip to Flushing Meadows and recently revealed in an interview with Sky Sports that while she was never superstitious, she didn’t want to tempt fate when it came to her diet. US Open.
“In fact, I was not [superstitious] until last week when I thought ‘ok’, ”she said. “I had poqui [a Filipino eggplant and scrambled eggs dish] for dinner every night for three weeks and, in the end, I kept it the same because I didn’t want to take any chances.
It’s a fairy tale for the Kentish teenager, who got her A-level results just weeks after playing at Wimbledon, but suspicious industry insiders stress she needs to keep winning on court of tennis or its lucrative offers could be of very short duration. .
Andy Murray’s mother Judy Murray last week warned Raducanu would face a steep learning curve in the coming year.
“She’s rightfully tennis and trading in gold dust right now,” Murray said. “At first it can be exciting, but over time it can be very exhausting.
“It’s not that easy for a teenager to fit into the corporate world, but sponsorship and endorsements come with personal obligations and appearances.
“And it all takes your time and energy,” Murray added.
A new year and season starting in Australia will no doubt set the tone as Raducanu learns the ropes of the women’s circuit, with only her third direct Grand Slam entry now firmly in sight.