How Did Emma Raducanu Land a New Brand Deal After Her US Open Exit?

Emma Raducanu, the British No.1 tennis star, has signed a new sponsorship deal with the eco-conscious personal care brand Wild after her recent exit from the US Open. Known for its refillable deodorants and commitment to sustainability, Wild aims to eliminate single-use plastics, with Raducanu serving as their first global ambassador.

Last updated: 05 October 2023 (BST)

Key Takeaways

• Emma Raducanu has partnered with Wild, a UK personal care brand focused on sustainability.
• This marks Raducanu’s first global ambassador role since her US Open triumph in 2021.
• Wild aims to reduce single-use plastics, featuring Raducanu in their marketing campaigns.
• Raducanu is currently ranked No.36 in the world and remains a popular figure in tennis.
• Despite sponsorship success, she is still searching for her first WTA Tour title since 2021.

Emma Raducanu's Journey: From Champion to Advocate

Emma Raducanu became a household name in tennis after her astonishing victory at the US Open in 2021. As a qualifier, she made history by winning the tournament without dropping a single set. However, since that remarkable achievement, Raducanu has faced challenges on the court, including her recent exit in the 2023 US Open, where she reached the second round but was ultimately defeated by ninth-seed Elena Rybakina.

Despite the ups and downs of her tennis career, Raducanu's popularity hasn't waned. With a massive following of 2.9 million on Instagram, she has successfully transitioned into the role of a brand ambassador for numerous high-profile companies.

The New Sponsorship Deal with Wild

Raducanu's latest endorsement comes from Wild, a British personal care brand that promotes sustainable living through eco-friendly products. Known for its refillable deodorants and natural ingredients, Wild aims to eliminate single-use plastics—a growing concern in consumer products today.

Raducanu expressed her enthusiasm for the partnership, stating, "For me, the definition of ‘champion’ isn’t just about results on the court – it’s about using my platform to make a difference." This statement reflects her commitment to championing sustainability and innovation, aligning perfectly with Wild's mission.

Wild's Commitment to Sustainability

Wild has positioned itself as a leader in the personal care industry by offering products that cater to environmentally conscious consumers. Their product range includes:

• Refillable deodorants to reduce waste
• Manuka honey lip balms made from natural ingredients
• Other personal care items that prioritise sustainability

By partnering with Raducanu, Wild hopes to inspire a wider audience to choose eco-friendly options in their daily routines. The brand's co-founder Charlie Bowes Lyon remarked, "Emma is the definition of a champion of change," highlighting her influence both on and off the court.

Raducanu's Marketing Campaign

As part of her collaboration with Wild, Raducanu will feature in a new advertising campaign, which includes a video shared on Wild's Instagram account. In the video, she demonstrates the product while promoting the idea that "big wins start with small changes," effectively linking personal care choices to broader environmental impacts.

Additionally, Raducanu is set to star in a television advert scheduled for release in 2026, further cementing her role as Wild's ambassador and her dedication to promoting sustainable personal care products.

Impact on Raducanu's Career

While Raducanu's endorsement deals have significantly boosted her income, her performance on the court remains under scrutiny. Since her US Open victory, she has yet to secure a title on the WTA Tour. Her career earnings from tennis currently stand at approximately $5.6 million (£4.2 million), but sponsorship revenue has surpassed her on-court earnings.

Despite being recently reported to have lost her £3 million-a-year partnership with Vodafone, Raducanu continues to maintain lucrative deals with brands like Nike, Dior, and Porsche. These sponsorships not only provide financial security but also enhance her profile as a role model for young athletes, particularly in advocating for sustainability.

The Future of Emma Raducanu

Looking ahead, Raducanu has the potential to leverage her platform for further positive change. Her involvement with Wild could lead to more partnerships focused on environmental issues, allowing her to champion sustainability within the sporting world. As she continues to navigate her tennis career, the dual role of athlete and advocate may become increasingly prominent.

In an era where athletes are becoming more vocal about their values, Raducanu's partnership with Wild reflects a growing trend among sports figures to use their influence for social good. This could inspire other athletes to engage in similar initiatives, fostering a culture of responsibility and awareness in sports.

Conclusion

Emma Raducanu's new sponsorship deal with Wild marks an important step in her career, showcasing her commitment to sustainability while also navigating the complexities of professional tennis. As she continues to seek success on the court, her role as a brand ambassador allows her to make a meaningful impact off the court. The intersection of sports and sustainability is becoming increasingly important, and Raducanu's journey exemplifies this trend.

As fans and followers watch her career unfold, one can only wonder what further contributions Raducanu will make to promote eco-friendly living. Will more athletes follow her lead in championing sustainability? Only time will tell. #EmmaRaducanu #Sustainability #WildPersonalCare

FAQs

What is Wild and what do they offer?

Wild is a British personal care brand known for its refillable deodorants and other products made from natural ingredients, aimed at reducing single-use plastics.

What is Emma Raducanu's role with Wild?

Emma Raducanu is Wild's first global ambassador, promoting the brand's commitment to sustainability and eco-friendly personal care products through advertising campaigns.

How has Raducanu's sponsorship deals impacted her career?

Raducanu's endorsement deals have significantly increased her income, surpassing her on-court earnings, while enhancing her profile as a role model for young athletes.

What challenges has Raducanu faced since winning the US Open?

Since her US Open victory in 2021, Raducanu has struggled to secure titles on the WTA Tour, with her recent exit at the 2023 US Open highlighting ongoing challenges in her career.

What message does Raducanu promote through her partnership with Wild?

Raducanu promotes the idea that "big wins start with small changes," encouraging consumers to make eco-conscious choices in their personal care routines.