Emma Raducanu has announced her latest brand partnership as she continues to
reap the rewards of her shock US Open victory last year.
The Briton became one of the most marketable sports stars around when, as an 18-
year-old, she became the first qualifier ever to win a Grand Slam.
While niggling injuries and a bout of Covid have prevented her from building upon
her New York success on the court, away from the tennis world she has been cashing
in on her newfound fame. The teenager became a celebrity, and so big-name brands
were lining up for her signature.
Before winning that tournament last September, she was already sponsored by Nike
for her sportswear and Wilson for the rackets she uses. Since, she has signed with the
likes of British Airways, drinking water company Evian and luxury fashion and
fragrance brands Tiffany and Dior.
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The latest firm to join that stable is Porsche, with Raducanu announcing the deal on
social media. “So happy to be part of the #PorscheFamily as an official Brand
Ambassador! Ready for every moment our journey holds for us. #DreamersOn #ad,”
she wrote, alongside a photo of her posing in front of a white Porsche 911.
Further explaining why she had partnered with the German car maker, the tennis star
said: “Porsche has always been in my head. It is one of the brands that I’ve loved from
a young age. One of my coaches had a 911 Targa. Yeah, cool coach. Whenever I would
see him I would be like dreaming of one day sitting on my own.
“It’s important for me to align with partners and brands that I really feel passionate
about and that I identify with. And I feel like because motorsports has always been a
part of me, I think this partnership with Porsche is incredible.”
The deal is sure to see the Briton rake in even more cash to go along with the small
fortune she has already amassed. Her US Open win was worth a cool £1.8m on its own
– a huge sum for an athlete whose entire career earnings before were believed to be
around £215,000.
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