It is a phenomenon. And not only on the tennis level. As her opponents at the US Open have noticed, Emma Raducanu is one of those UFOs who can overthrow everything in their path. But there is another area where the experts promise him an equally flourishing future: business. While she just launched her career in a thunderous way by offering herself the New York Grand Slam to everyone’s surprise just a few weeks ago, some are already seeing her reach other heights that make you dizzy.
Asked by the Daily Mirror – one of the many Anglo-Saxon media to have looked into the question in recent weeks -, Jonathan Shalit clearly announces the color: “ She has captured the imagination of the world. If Emma can stay at the top level for the next five or ten years, she may become the first athlete to reach the top. billion gain mark ! “, launches the director of InterTalent Group – a management agency -.
mma Raducanu of Great Britain poses with the championship trophy after defeating Leylah Annie Fernandez of Canada during their Women’s Singles final match on Day Thirteen of the 2021 US Open at the USTA Billie Jean King National Tennis Center on September
Credit: Getty Images
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I have never received so many calls since Lewis Hamilton broke into F1
And he is not the only one to think so. “ With it, the sky is its limit. Really ,” said Nigel Currie, a sponsorship expert cited by the BBC . In the
Guardian , it’s Tim Crow, a sports marketing consultant, who also gets carried away: “ I have never received so many calls from customers, big brands, who are interested in her since Lewis Hamilton broke into Formula 1. If she succeeds to stay on top, she will become one of the hottest names in British sport, if not the hottest “.
So why? Why such promises for a player almost unknown a few months ago? It’s not just a story of upcoming success and prize money. Even though she made $ 2.12 million at Flushing Meadows, her income can actually explode mostly thanks to her marketing strengths. Because brands are already legion wanting to associate with the image of the youngest Grand Slam winner since Maria Sharapova, who has just signed a first big deal with the jewelry brand Tiffany et Cie.
Emma Raducanu’s
Credit: Getty Images
There are many reasons for this marketing craze. “ It is universal. It interests brands and the media because it is unique by its game, its personality, its background and its multicultural side “, summarizes us first Lionel Maltese, lecturer at Aix-Marseille University, teacher in sports management. Emma Raducanu may be only 18 years old, it is indeed a rough diamond for advertisers. And if the experts believe that she can fill her bank account like no other sportswoman until now, it is because she ticks all the boxes.
On the court already obviously . This is where she made a name for herself and that she will have to manage to continue to shine so as not to be just a shooting star. “ She has a flamboyant style of play with very pure gestures including her backhand. But all advertisers want to see something flamboyant that attracts attention and changes “, remarks Lionel Maltese, sports economist specializing in tennis.
His sensational arrival at the highest level by winning each of his 10 matches in straight sets to afford his first Grand Slam, after coming out of qualifying, also marked the spirits. “Especially since she did it at the US Open which is the most publicized tennis event and the strongest tournament economically “, emphasizes Lionel Maltese. Other young talents, such as Bianca Andreescu and Ashleigh Barty, have however also succeeded before her without arousing such desire on the part of the brands. The explanation? “ They have interesting play styles that are very forward-looking. But Raducanu has a brand personality that is easier to work with for advertisers “, answers Lionel Maltese. And if she has charm and presents well, that is not the only reason.
For example, her character is already one of her main assets. Her exit after her elimination at Wimbledon where she assumed her inability to handle the pressure was seductive. “ She was not afraid to talk about her stress management problem at Wimbledon. This authenticity pleases” brands, confirms Lionel Maltese. And of course, there is her multicultural side!
Serena left a place
We are indeed talking about a young British woman who was born in Canada (Toronto) from a Romanian father and a Chinese mother. North America, Europe, Asia: it can therefore affect all the main economic markets, a bit like Naomi Osaka – the highest paid sportswoman in the world in 2021 according to Forbes (with in particular $ 55 million linked to sponsors) -. “ The sportsmen who interest brands the most are those who are the most universal, like Lewis Hamilton. They then reach global markets “, observes Lionel Maltese.
His little speech in Mandarin after his victory at the US Open did not go unnoticed. And when you know the marketing power of China, this is not trivial. Finally if Emma Raducanu has such potential, it is also because she breaks through in tennis, which is “ the first female sport in the world where there has been the most ‘marquee player’ . Like Maria Sharapova or Serena Williams … “
The decline of the latter also offers an unexpected place for a newcomer on the marketing scene while the WTA circuit is looking for locomotives. “ She can become a marketing phenomenon with her well-identified style of play. And if she faces adversity and manages to display a sporty consistency “, concludes Lionel Maltese. Because all these beautiful promises will not come without other such remarkable successes.
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