Marketing and Sponsorship

Raducanu maps out commercial journey following U.S. Open win

Emma Raducanu announced four new off-court partnerships with Tiffany & Co., Dior, Evian and British Airways since U.S. Open winGETTY IMAGES

Emma Raducanu this week is returning to Grand Slam play following her win in the U.S. Open last year, and since then, "everything and nothing changed" as it relates to her marketing partnerships, according to Tom Hamilton of Since that win, Raducanu has "announced four new off-court partnerships" with Tiffany & Co., Dior, Evian and British Airways. Central to her "close circle" is her manager from IMG, Max Eisenbud, with her agent Chris Helliar "running the day-to-day operations." Eisenbud oversaw Maria Sharapova and Li Na's careers, and is "well-versed in marrying off-court commitments," while ensuring Raducanu "stays focused on tennis." Pam Shriver, who reached the '78 U.S. Open final at 16, said, "IMG and Max are exceptionally good at managing the commercial engine." Shriver added the "caveat that it could 'add pressure'" as Raducanu "gets used to the 'process' and the demands." With Sharapova -- who won Wimbledon in '04 at 17 -- Eisenbud "mapped out her year." They built in "travel, training, tournaments and off time." There were "approximately 18 days out of 365" where Sharapova could "do commercial and media work." He is "taking a similar approach with Raducanu," keeping that side of her life "separate from her tennis" (, 1/14).

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