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Emma Raducanu adds British Airways to growing endorsement portfolio

Rising tennis star’s deal with UK flag carrier is her first with a British brand.

23 December 2021 Rory Jones

Getty Images

  • Airline to fly US Open champion to tennis tournaments
  • Raducanu already has partnerships with Dior, Tiffany’s and Evian
  • British Airways is also a partner of Team GB, Paralympics GB and England Rugby 

British tennis sensation Emma Raducanu has been revealed as a global brand ambassador for UK flag carrier British Airways.

The US Open champion, who recently won the BBC’s 2021 Sports Personality of the Year award, revealed in a social media post that she had travelled with the airline on her way to and from the New York Grand Slam tennis tournament in September.

As part of the deal, British Airways will continue to fly Raducanu to tournaments and training around the world, including next year’s French Open and US Open.

The teenage tennis star’s first partnership with a British brand follows recent commercial deals with US jewellery company Tiffany’s and French fashion label Dior, both of which are reportedly worth UK£2 million (US$2.7 million). Raducanu also recently added Evian, the bottled water brand, to her growing endorsement portfolio.

British Airways also holds deals with Team GB, Paralympics GB and England Rugby, while it partnered with Kyle Edmund, another British tennis player, back in 2018. Earlier this year, the airline flew the British and Irish Lions to South Africa.

“British Airways has taken such good care of my team and I ever since the US Open and I have felt their support everywhere I have flown,” Raducanu said.

“To be partnering with such an iconic British brand that can play a big role in my performance makes a lot of sense to me. I’m fascinated by aviation and we have some interesting projects planned together.”

A relative unknown at the beginning of 2021, Raducanu shot to prominence this year with her run to the fourth round at Wimbledon, before winning September’s US Open to become the first British female to claim a Grand Slam title since 1977.

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