Emma Raducanu v Leylah Fernandez: US Open women’s final – live!

Tim Crow, a sports marketing consultant who advised Coca-Cola on football sponsorship for two decades, said: “I haven’t had this many calls from clients, major brands, who are interested in her since Lewis Hamilton broke through in Formula One. If she wins she will become one of the hottest properties in British sport, if not the hottest.”

Crow said Raducanu’s combination of youth, sporting prowess, charismatic personality and international appeal – she was born in Canada to parents from Romania and China and is a product of the British tennis system – makes her commercial gold for brands. She has a shoe and clothing contract with Nike and racquet sponsorship with Wilson.

“As far as brand appeal is concerned I think you can draw parallels with Naomi Osaka [born in Japan to a Haitian father and Japanese mother and raised in the US],” said Crow. “Because of the multicultural aspect of her heritage she is able to resonate in so many markets. She is a world citizen: she appeals so far beyond a typical white, British, middle-class female tennis player.”


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