Emma Raducanu: US Open winner to advise Amazon's hefty investment into women’s tennis

Britain’s Emma Raducanu will advise Amazon Prime on their multi-million pound investment into women’s tennis

Britain’s Emma Raducanu will advise Amazon Prime on their multi-million pound investment into women’s tennis.

According to The Telegraph, Prime Video Sport in Europe managing director Alex Green revealed Raducanu was keen to work with the company to decide on the best outcome for the investment.

Green believed the money could change the landscape of women’s tennis in the UK.

“It’s early days, but we want to make the biggest difference we can – particularly to young women’s tennis in this country,” he said.

“It’s so important to have these figures that other girls and boys can look up to.”

Raducanu triumphed at the US Open last month, defeating Canada’s Leylah Fernandez 6-4, 6-3. She became the first ever qualifier to win a Grand Slam, and the first British woman to triumph at a Grand Slam in 44 years.

The historic moment was shown on Channel 4 after Amazon Prime sold the rights to the free-to-air channel. The final racked up more than 7.4 million viewers.

Emma Raducanu won the US Open in September

Amazon Prime subsequently pledged to invest the money it earned from selling the rights back into tennis, working alongside the Lawn Tennis Association and Raducanu.

The 18-year-old Raducanu can partially thank Amazon Prime for her rise to stardom. The company partly funded the young star as part of their programme dedicated to helping talent in tennis.

“When we started broadcasting tennis we wanted to help support young British tennis,” Green explained.

“We found two young players, Jack Draper, who is also doing well, and Emma, and helped fund them on their route to becoming pro tennis players, also with the support of Andy Murray, who provided mentorship.”

Emma Raducanu crashed out of Indian Wells earlier this month

“We thought that was the right thing to do [to reinvest]. At Amazon we are working with the LTA and Emma herself, she has unique insight into what is needed to help young women tennis players really rise to the top.

“We are working with both of those and really hoping to make a difference to young women’s tennis in the country.”

Raducanu recently crashed out of Indian Wells in the first round, losing 6-2, 6-4 to Aliaksandra Sasnovich of Belarus.

She will appear at the Kremlin Cup in Moscow next week as she looks to earn enough ranking points to qualify for the WTA Finals.

Her busy schedule includes the Transylvania Open at the end of the month and the Mubadala World Tennis Championship in December. She will next her make Grand Slam appearance at the Australian Open in January. 

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