Differing fortunes in sponsorship between Emma Raducanu and Leylah Fernandez since US Open examined
WTA
The 2021 US Open saw the emergence of two tennis stars, with youngsters Emma Raducanu and Leylah Fernandez shining on the grandest stage in New York.
Raducanu claimed the trophy whilst Fernandez finished runner-up, and both ladies were suddenly thrust into the limelight as their lives were changed forever. Not only were greater expectations placed on their shoulders, but they suddenly found themselves barraged with sponsorship deals and endorsements.
It was British star Raducanu who benefited the most from her shocking win at Flushing Meadows, as the then-18-year-old was inundated with sponsorship offers from Nike, Wilson, HSBC, Porsche, Vodafone, British Airways, Evian, and Dior. These have all contributed to her amassing a reported £ 10 million fortune.
Alternatively, Fernandez has made about £4.8million in comparison, with £2.8million being from prize money on the WTA Tour. The Canadian is a brand ambassador for Avocados from Mexico, as well as Morgan Stanley, Lululemon, and Google.
Right on! Looks are everything when it comes to endorsements. BTW Leylah may have lost in the final but to get there she had to beat three of the top 10 players in the world each in three hard fought matches. She was visibly exhausted when she reached the final. The media gave her scant credit for that feat. Raducanu (to her credit) won all her matches in two sets but against lower ranked players so was relatively fresh for the final. That of course was luck of the draw but at least recognize the difference.
And why not? They each have great smiles and are naturally photogenic.
In sports (especially tennis), as in life, winning is not the main focus of sponsorship as much as physical looks. Currently, your nationality as well. Kinda sucks.
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