Emma Raducanu becomes brand ambassador for British Airways

The teenager who was named as the BBC Sports Personality of the Year for 2021 is one of the most marketable assets in sport heading into the new year and after signings deals with Tiffany & Co jewelers, fashion giants Dior and water company Evian, she has now netted a deal that will help her on her travels around the world in 2022.

Raducanu has signed up to become a brand ambassador for British Airways, with the new deal confirmed via an announcement on her Instagram account. The company released a statement saying:

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“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.”