Inside Emma Raducanu’s brand deals as team behind Brit help her net worth soar

Emma Raducanu’s agent has given the inside information on how her many lucrative brand deals came together. The 21-year-old is sponsored by the likes of Dior, Tiffany & Co and British Airways to name a few. And IMG super agent Max Eisenbud revealed that he started getting the companies interested before Raducanu had even won the US Open.

Raducanu became one of the most in-demand sports stars overnight when she won the US Open in 2021. Aged just 18 at the time and ranked at No. 150 in the world, she made tennis history by becoming the first qualifier ever to lift a Grand Slam trophy. Within months she had built an impressive portfolio of high-end brand partners.

The Brit’s agent has opened up on just how those deals came about, with plans put in motion before her crowning moment in New York. Speaking on the Served with Andy Roddick podcast, Eisenbud said: “We were just enjoying the ride until like the quarters. And once she got to the quarters I said to my team, this is happening. This is like happening

“So we need to start preparing, like what if? You know? So now all the brands, people are wanting to go. We got pretty organised with our sales team like, Let’s try to get some brands out to the US Open to watch this happening, get to see her play.” Eisenbud explained that it was normal for agents to start making calls in advance instead went to his colleagues who had relationships with “all the decision-markets at the brands”.

“A lot of people think when it happens, you win, we’re just sitting and waiting by the phone,” Raducanu’s agent continued. “We’re identifying what brands we want our clients to be associated with, we have relationships with them, we’re calling them and saying like, Are you guys watching Emma Raducanu?”

One of those brands was Dior. Raducanu signed with the luxury fashion house in October 2021 but the interest started a few weeks earlier. Eisenbud added: “She ended up with Dior so let’s just say we called Dior and we’re like, Are you guys watching this? Why don’t you guys come out and watch?

“So we’re identifying maybe seven, eight, nine, ten brands and we’ll start inviting them. We have a suite, we’re entertaining them, they’re watching the matches, trying to gauge what they think of everything. And then from there we start putting everything together.”