Emma Raducanu has been seen wearing Tiffany and Chanel, and luxury brands will be queuing to sign up the new golden girl of women’s tennis

After the astonishing US Open success of Emma Raducanu, Britain’s first female grand slam champion in 44 years, the 18-year-old’s earning potential is huge

Her mixed Romanian-Chinese heritage, fluency in Chinese, stunning game and engaging personality make her ‘brand gold’, one sports marketing executive says

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Emma Raducanu wears Chanel to the Met Gala two days after her triumph at the US Open in New York, a victory that holds out the prospect of stratospheric off-court earnings if she keeps on winning, sports marketing experts say. Her Chinese fluency and Chinese-Romanian heritage are plus factors. Photo: Xinhua

Published: 2:45pm, 16 Sep 2021Updated: 4:29pm, 16 Sep 2021

Teenage tennis phenomenon Emma Raducanu’s astonishing US Open triumph could lead to a pot of gold worth around £20 million (US$27.7 million) over the next two years – and that may be just the start – according to sports marketing experts.

The 18-year-old Briton was almost unheard of before reaching the fourth round at this year’s Wimbledon championship in London, having earned around US$40,000 since her senior debut three years earlier.

After becoming Britain’s first female grand slam champion for 44 years and the new golden girl of women’s tennis, Raducanu’s earning potential is set to enter the stratosphere.

The US$2.5 million she picked up in prize money for beating fellow teenager Leylah Fernandez of Canada in a final that captivated the sporting world may soon seem like loose change.

Raducanu, wearing Tiffany jewellery, with her winner’s trophy. She was almost unheard of before reaching the fourth round at this year’s Wimbledon. Photo: Xinhua

Raducanu’s mixed Romanian-Chinese heritage, a stunning game and engaging personality make her “brand gold”, according to one sports marketing expert.