Raducanu nets British Airways partnership

The deal marks the tennis star’s first British brand endorsement.

British tennis star Emma Raducanu has been announced as the global brand ambassador for the flag carrier airline of the United Kingdom, British Airways.

The deal will see British Airways continue to fly Raducanu to tournaments around the world and even for training. Raducanu will also feature in various campaigns for the airline. Raducanu had previously travelled via British Airways during her US Open 2021 triumph.

The UK flag carrier has a long-standing history of supporting the national sporting events and teams, and its latest partnership with Raducanu marks the tennis star’s first British brand deal.

Tom Stevens, British Airways’ Director of Brand and Customer Experience, commented:

“As we look ahead to the world opening up again, we’re excited to be supporting the very best of British talent, Emma Raducanu. 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.”

Emma Raducanu stated:

“British Airways has taken such good care of my team and I ever since the US Open and I have felt their support everywhere I have flown. To be partnering with such an iconic British brand that can play a big role in my performance makes a lot of sense to me. I’m fascinated by aviation and we have some interesting projects planned together.”

After starting the year as a relative unknown, Raducanu’s triumph at the US Open in September 2021 has shot her to stardom, with the British star already having signed multiple endorsement deals with Tiffany’s, Dior, Evian and Nike.