Emma Raducanu has just announced that she is the new global brand ambassador for British Airways. The nineteen-year-old is one of the most popular tennis players in the world after she won the US Open title. Emma is also extremely appreciated in the UK and by top brands.
Raducanu has an incredible appeal because of her tennis and background. She was born in Canada but raised in the UK by his Romanian father and Chinese mother. In addition, she can speak excellent Mandarin.
As reported by The Telegraph, Tom Stevens, BA director of brand and customer experience, commented:
“We couldn’t have been prouder as a nation than when Emma won the US Open. Sport has the power to inspire and unite people all across the globe, so we are delighted to be supporting Emma as she represents Britain and takes on the world.”
The Chinese appeal
As of now, the relationship between China and the WTA is pretty tense after following the Peng Shuai’s controversy. The WTA decided to cancel all events in China.
However, according to marketing expert Marcel Knobil, founder of Superbrands and the Brand Council consultancy, British Airway may still hope to reinforce its position in China with the help of Emma.
He commented:
“One of the characteristics that British Airways wants to amplify is that its roots are in Britishness, but it wants to appeal to an international audience. Emma Raducanu has her heart in the UK but has international credentials. That’s a very strong association for BA.
China is such an important audience, and one which many brands want to tap into. Emma will be a great conduit.”
Emma Raducanu in 2021
LWWLLWWWWL Ranked no.19 (career-high), the Brit played her last match on the 9th of November when she lost to world no.101 Xin Yu Wang 6-1 6-7(0) 7-5 in the 2nd round in Linz (draw).
This year Emma achieved a 25-9 win-loss record. Raducanu has won 1 title at the U.S. Open. Emma reached the final in Chicago.
