British tennis sensation Emma Raducanu could be in line for a huge pay day from Nike and racket sponsor Wilson after her shock victory at the US Open last night.
Experts estimate that the 18-year-old, who they say will have earned no more than a six-figure deal as a junior, should be able to secure a deal worth ‘tens of millions of pounds’ over a number of years.
Emma already has a clothing and shoe deal with Nike and racquet tie-up with Wilson and she appears in the current edition of Vogue magazine.
Her Instagram followers have trebled to 1.2 million since she started out as a US Open qualifier three weeks ago, something which experts say is key to securing the biggest sponsorship contracts.
While no official figures have been shared, talent agency chairman Jonathan Shalit says Emma’s current sponsors will be lining up to tie her to their brands for years to come.
Emma Raducanu could be set for a huge payday from her sponsors after her performance at this year’s US Open where she ended a 44-year wait for a British female grand slam champion
Experts estimate Emma’s existing Nike deal, likely to have been signed before she joined the senior tour, could be worth up to six figures but that Nike will want to resign for tens of millions
The chairman of InterTalent, who landed lucrative deals for Olympic boxer Nicola Adams, said: ‘Whatever Nike are paying Emma, they will be back on the phone to her agent to tie her in for as long as they can. The same with Wilson.
‘And anyone sponsoring Emma now will be paying tens of millions of pounds.
‘Leisurewear, sports, health, fitness and lifestyle brands will want to sponsor her and will be knocking down Emma’s door.
‘Every female teenager in the world will be looking at Emma. Whatever brands she is wearing, they will be asking their parents to buy it.’
This has already taken affect as shoppers rushed to get their hands on Emma’s trendy red tank top and navy blue skirt during the competition, with the pieces selling out in several sizes on Nike’s website.
In an essay entitled The Anatomy of a tennis player’s sponsorship deals for Forbes, James Beres, agent for Topnotch Management, says talented juniors are usually able to secure six-figure deals for clothing and footwear sponsorship as brands try and tie down potential superstars as early as possible.
Raducanu has been wearing Nike since she joined the tour. Pictured: Emma at Wimbledon
Emma Raducanu was jubilant last night as she stepped out in a glimmering black dress to celebrate her outstanding win at the US Open
He told the outlet for the ‘well-known junior’, apparel and racket brands will spend a ‘decent amount of money to lock you up’.
Mr Beres said that the ability for the brand to earn the right to match any offer when the renewal comes up is a priority for sponsors and so someone with ample hype as a junior can easily earn ‘a solid six figures from their apparel contract and then a little less with racket deals, likely in the low six figures’.
Nike sponsor roughly half of the women’s top 30 tennis players in the world with sponsorship deals varying greatly dependent on a number of factors.
Raducanu’s success has been likened to that of Russian tennis star Maria Sharapova who won Wimbledon at the age of just 17.
Emma is already managed by Max Eisenbud, vice-president of tennis at entertainment giant IMG and the man behind the likes of Novak Djokovic, Naomi Osaka and Sharapova.
His negotiations for former world No 1 Sharapova, who won Wimbledon as a 17-year-old in 2004, helped her earn £234million on and off court by the time she retired last year.
Raducanu has drawn comparisons to Maria Sharapova who won Wimbledon aged 17 (pictured)
The tennis star was seen kissing her trophy after beating 19-year-old Canadian rival Leylah Fernandez in front of an enthralled Arthur Ashe Stadium in Flushing Meadows
Sharapova, now 34, was the top-paid female athlete for 11 years straight and had deals with Land Rover, Tag Heuer watches, Pepsi, Sony, Motorola and Canon.
Others include former world number one Victoria Azarenka who, it was reported in 2013, was paid £2.8million a year by Nike at the time.
In 2018, news outlets reported that Romanian player Simona Halep, who was also world number one at the time, was being paid £1.2million a year but the length of both contracts was not included in coverage so their true value is unclear.
Serena Williams, who is widely regarded as the greatest tennis player of all time, signed a £39.7million contract with Nike lasting five years in 2003 at which point she was a four-time Grand Slam champion.
Meanwhile, it was reported that Nike had paid former US Open Champion Naomi Osaka £10million to move over to their brand from rivals Adidas.
Mr Shalit aded: ‘Emma is a sponsor’s dream. She is a mix of Romania, China, Britain and Canada. She is 18 and she is a gorgeous young woman.
‘She is in a gladiatorial individual sport, where she goes in armed only with a tennis racquet.
The tennis star showed off her glowing natural complexion with a minimal make-up look
‘She was a qualifier in the US and had to get through two competitions. It is quite staggering.’
Mr Shalit said that Emma’s tearful fourth round summer exit from Wimbledon after suffering breathing difficulties only adds to her public appeal.
He said: ‘She has had to overcome adversity after her stumble at Wimbledon. She has the perfect human interest story. Everything about Emma is the perfect storm.
‘Emma comes along at a unique time in our history during the pandemic when people want to feel positivity and happiness.
‘She represents that positivity and is someone we can all celebrate..’
US Open champion Emma Raducanu has since joked how her first goal at the Grand Slam was to win enough money to replace her lost Airpods.
The 18-year-old became the first ever qualifier to win the competition at Flushing Meadows, with her victory over Leylah Fernandez earning her a huge £1.8million in prize money.
But making a big dent in that pay cheque was far from Raducanu’s thoughts after the match.
US Open champion Emma Raducanu has joked how her first goal at the Grand Slam was to win enough money to replace her lost Airpods
The British teenager became the first ever qualifier to win the competition at Flushing Meadows
Radacanu, pictured with a pair of headphones in March 2018, is now hoping for an upgrade
‘There’s a running joke in my team because before my first-round qualifying match I lost my Airpods,’ she told ESPN.
‘I was basically running around the changing rooms three minutes before my call to go on trying to find it but I lost it and I was thinking to myself ‘you know what, if you win this match you can by yourself a pair of Airpods and that’s become the running joke!’
The headphones, made by Apple, retail for around £109.
Raducanu is now tipped to earn up to £100m from sponsorship deals, is favourite to be named BBC Sports Personality of the Year and may even be honoured by the Queen.
The teenager already has lucrative deals with Nike for shoes and clothing while her racquet and equipment are provided by Wilson.
These deals have already earned her a £1m fortune but that figure will be dwarfed by her future earnings.
Raducanu’s team celebrate her win over Leylah Fernandez at Flushing Meadows on Saturday
Heading into Wimbledon, Raducanu had picked up less than £30,000 in prize money but her run to the semi-finals saw her earn £181,000.
After picking up that cheque in July, she said she wanted to treat her team to a meal.
‘I think the first thing that I would do is take my team out and treat them for a meal,’ Raducanu said after Wimbledon.
‘I think they have supported me so much throughout the years. It’s not always been easy.
‘I think they definitely, definitely deserve a nice meal out. Yeah, we would have a great evening.’
Raducanu only made her WTA Tour debut at the Nottingham Open in June, losing to compatriot Harriet Dart in the first round.
But she ended a 44-year wait for a British female individual Grand Slam winner in just her second ever major.
The teenager said she hasn’t thought about how her life will change following her stunning victory.
‘I’m not even thinking about, like, when I’m going home. I have no idea when I’m going home.
‘I have no idea what I’m doing tomorrow. I’m just really trying to embrace the moment, really take it all in.
The 18-year-old’s first Grand Slam victory earned her a huge £1.8million in prize money
‘I definitely think it’s the time to just switch off from any future thoughts or any plans, any schedule. I’ve got absolutely no clue. Right now, no care in the world, I’m just loving life.
‘I still haven’t checked my phone! I have absolutely no idea what’s going on outside of the little world that we’re in here. We’ve just been in the quiet room, just enjoying the moment, taking it all in.
‘I think today we just really need to just shut out from everything, just enjoy it as a team, because it was a team effort. I didn’t get here by myself at all.
‘Every single person that’s here with me has helped me along the way and played a huge part.’
Source: Daily Mail UK