Emma Raducanu explains decisions behind brand deals in post-surgery appearance

Emma Raducanu has explained how she decided which brands to work with during an appearance at one of her sponsor’s events. The 20-year-old attended Dior’s Cruise show in Mexico last week, fresh off the back of undergoing triple surgery.

Raducanu became an overnight sensation when she made history at the 2021 US Open, becoming the first qualifier to win a Major. She quickly attracted the attention of luxury brands and signed up to be the face of Tiffany & Co., Dior and Porsche among others.

Also counting Evian, British Airways and HSBC in her list of sponsors, the former world No 10 has now explained exactly how she came to the decision of which brands to work with. “For me, it’s really important when deciding which brands I would like to partner with that I have an organic connection to them and I identify with them,” she told Harper’s Bazaar.

“It’s really important to me to stay true to who I am as a person, which means working with brands that align with my values.” One of those brands is luxury fashion house Dior, which snapped Raducanu up less than two months after her US Open triumph.

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She has since been spotted at multiple Dior fashion shows, including the most recent preview of their upcoming Cruise collection. Less than two weeks after having her final surgery, Raducanu flew to Mexico to walk the red carpet and attend the show.

The 20-year-old also explained that she was very hands-on when it came to her obligations with Dior, as her life as a tennis player made it even more enjoyable to style herself up for events like the Cruise show. She added: “I get really involved with the styling process!

“I find it really fun, especially as an athlete as I’m typically in sports clothes most of the time. So on the occasions that I do get to dress up I like to express myself and when wearing Dior I always feel super empowered and confident. That’s why I like to have a say myself in what I’m wearing – it’s a really fun process.”

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It comes after she announced that she would be missing the summer events to have operations on both hands and one of her ankles. And during her appearance in Mexico, the 20-year-old was seen with a bandage on one wrist as well as strapping on her ankle, while her other hand only had a single piece of surgical tape following the surgeries.

A lot has been made of the British No 1’s sponsorships, with some questioning whether they have had an impact on her results. It’s something that Raducanu has hit out at in the past, with her agent Max Eisenbud also revealing that she spends just 18 days a year on obligations.

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