Staggering $180 million truth behind Emma Raducanu's US Open run

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·Sports Editor
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Emma Raducanu, pictured here at the US Open.
Emma Raducanu has captivated the tennis world in recent months. Image: Getty/Instagram

A leading agent has made the staggering prediction that Emma Raducanu will become the UK's highest-earning female athlete ever, with capabilities of earning over $180 million.

The British teenager has taken the tennis world by storm in recent months, becoming the first qualifier ever to reach the semi-finals at the US Open.

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She delighted her home crowd at Wimbledon in June, reaching the fourth round in her grand slam debut.

And she's proven it was no fluke at the US Open, going all the way to the final four.

According to Jonathan Shalit, chairman of InterTalent agency, Raducanu has an enormous career ahead of her both on and off the court.

“Emma is a phenomenon. She will be the highest-earning female UK sports star ever," he told The Sun.

“If the trajectory Emma is on continues, she will earn well over £100million (AU$180m)."

Raducanu has already guaranteed herself over $900,000 in prize money for making the semi-finals at Flushing Meadows.

But according to Shalit, the earning capabilities of the 18-year-old are endless.

“Leisurewear, sports, health, fitness and lifestyle brands will be knocking down her door," he said.

"For brands, she is unique. There is no one like her.”

Leading tennis pundit Annabel Croft described Raducanu as a "marketing dream". 

“There is no limit to what she will be offered now. It’s about a special aura some people have," she said.

“Federer has it, he oozes charm and connects with the public, and Emma has it.”

Emma Raducanu, pictured here after her win over Belinda Bencic in the US Open quarter-finals.
Emma Raducanu speaks on court after her win over Belinda Bencic in the US Open quarter-finals. (Photo by Elsa/Getty Images)

Emma Raducanu set for huge career on and off court

Raducanu is managed by super-agent Max Eisenbud, the vice-president of tennis at IMG, who has turned some of the world's best tennis players into marketing success stories.

Eisenbud helped Maria Sharapova earn $440 million in her career on and off court, largely thanks to sponsorships and endorsements with some of the world's biggest brands.

Raducanu already has over 500,000 followers on Instagram, as well as a sponsorship deal with Nike.

After her remarkable run at Wimbledon earlier this year, one brand agency said her smile alone could be worth over $5 million.

“Wherever she goes, she’s going to be in demand," Croft said.

"It’s really exciting seeing someone at the very beginning, who may well go on to have one of the most special tennis careers.”

Showing off the shots and poise of someone much more experienced, the 150th-ranked Raducanu became the second unseeded teen in as many days to secure a spot in the final four, eliminating Olympic gold medallist Belinda Bencic 6-3 6-4 in Arthur Ashe Stadium.

Not bad for someone ranked outside the top 350 in June after going about 18 months without a match - in part because of the coronavirus pandemic, in part because her parents wanted her to finish high school.

"I'm not here to chase any records right now," said Raducanu, only the third woman not ranked in the top 100 to make it this far at the US Open and only the fourth qualifier to advance to the semi-finals at any major tournament since the Open era began in 1968.

"I'm just taking care of what I can do (in) the moment."

with AAP

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