Tennis star has the right ingredients to attract billion-dollar sponsorship – but must keep winning
The teenage tennis player Emma Raducanu’s fairytale run to the US Open final has put her on track to become the hottest property in British sport, according to brand and sponsorship experts.
The 18-year-old, who swept aside her semi-final opponent, Maria Sakkari, in straight sets, will be the first British woman to reach a grand slam final for 44 years when she competes for the US Open title on Saturday night. For that win she has made $1.2m (£864,000), four times her career earnings to date, and if she can triumph in the final her pay day will hit $2.5m. But that will just be the beginning.