Tomorrow on The @TennisPodcast - an hour of conversation with IMG Agent and Head of tennis, Max Eisenbud. Covers the role of agents within the sport, and his time managing Maria Sharapova, Li Na and Emma Raducanu. Subscribe free to listen - podfollow.com/the-tennis-pod…
"What Raducanu did will never happen again": Agent of former US Open champion believes, reveals details on New York run
WTATuesday, 25 July 2023 at 15:30
In a fascinating insight into the media storm that surrounded Emma Raducanu at the US Open, her agent Max Eisenbud believes that the sport will never see the like again.
Raducanu shot from an unknown sitting A-levels to winning the US Open at 18 years old as an unheralded qualifier. Represented by IMG, she has seen brands queue up and Eisenbud gave an insight on what was happening in the background.
"That was incredible. What she did will never happen again," Eisenbud said on The Tennis Podcast.
"I would say once she got to the fourth round, what's happening behind the scenes that the IMG machine is activating. What does that mean? That means we're reaching to the head of the IMG fashion to say okay, this is happening, can you watch this run, can you start talking to the brands, and maybe we invite them to the matches?" Eisenbud stated.
"Let's just start getting that on the radar, because what makes IMG great is we have all these experts in different fields. I call Will Ward who's got relationships with all the best brands - Dior, Chanel - so we start activating him," he added.
"Then we're doing the same thing in all different categories. We're starting to light the IMG machine in getting all these experts within our system to start getting their contacts to start watching what's happening because something is starting to happen."
"We call Anna Wintour, who is of course watching what's going on because she's a huge tennis fan. She starts talking about it: 'Okay, if she continues to go, can we keep her here for Fashion Week?' All these types of conversations are starting to happen, gearing up for what could potentially happen," Eisenbud stated.
Raducanu had no clue she was being lined up for endorsements
But did Raducanu know this was going in the background while she was winning the Grand Slam title?
"Zero! She knows nothing that's going on, all the way up to the point when she reached the semis, we were starting to pick outfits for her if she won. Because you need time for the designers, you can't give them 12 hours' notice".
"[It was for her] to wear for the trophy. When she won, our fashion people had seven or eight different looks waiting for the trophy [photoshoot] they did that day after. All that stuff she had no idea about," he added.
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