Can Emma Raducanu serve her way to a net worth of $1bn?

Four months into her first Women’s Tennis Association (WTA) season, Emma Raducanu made history by winning the US Open. Now talent managers and branding experts say the $2.5 million pay cheque accompanying the 18-year-old’s first Grand Slam victory could soon be dwarfed by earnings from sponsorships and brand endorsements. The win already puts her among the highest-earning athletes this year.

“Emma Raducanu’s earning potential could quite simply make her the highest earning tennis player and sportswoman ever in the world. I predict career earnings in excess of $1 billion, eclipsing both Roger Federer and Maria Sharapova,” says Prof Jonathan Shalit OBE, chairman at the UK talent agency InterTalent Rights Group.

The celebrity agent has represented British double gold Olympic boxer Nicola Adams. “Predicted career earnings for Sharapova, who is 16 years older than Raducanu, are estimated at $325m over 20 years. So, it is relatively easy to see how if Raducanu remains on her current trajectory, $1bn-plus in the same period is more than achievable.”

Indeed, a mere 10 days after winning the US Open without losing a set, the new British number 1 was named brand ambassador for Tiffany & Co, the American luxury jewellery retailer owned by LVMH. The endorsement added to her existing deals with Nike and Wilson.

“It’s such an iconic brand and one that I’ve felt connected to for quite some time,” Raducanu says. “I wore the ring, bracelet, earrings and cross necklace throughout the tournament. These pieces will always be very special to me.”

The jewellery company, which already has partnerships with Beyoncé and Jay-Z, Tracee Ellis Ross and Anya Taylor-Joy, did not disclose the value of the endorsement deal. It operates retail stores in the UAE, Europe, the Americas, Asia-Pacific and Japan, besides conducting direct sales over the internet and through catalogues and business gift operations.

Raducanu was born in Toronto, Canada, to finance professionals of Chinese and Romanian origin. She was raised in Orpington, England, and is a product of the British tennis system. Experts say that diverse background could help brands such as Tiffany & Co reach new markets around the world.

“Emma Raducanu connects to multiple markets, her Asian-European heritage coupled with an upbringing in the UK means she represents a diverse audience,” says Kelly Lundberg, a Dubai-based personal brand expert who works with chief executives and entrepreneurs in the UAE.

Right after she made history as the first qualifier in the Open Era to take home a Grand Slam singles title, Raducanu saw her Instagram followers more than double to 2 million.

“She is a marketer’s dream with an exciting career before her. Everyone loves an underdog story and people of all ages connect with her authenticity and vulnerability. She has an inspiring young image with huge appeal,” Ms Lundberg says.

The Zoomer’s age, youth and height work in her favour, says Jawann Oldham, a former NBA player who coaches university students in the UAE as director of Gold Medal Basketball Academy and Sports Systems.

“The US Open was a great launch pad for Emma Raducanu. She has the power, strength and conditioning to go the extra mile and her endorsement potential is off the scale,” Mr Oldham says.

Raducanu certainly serves a good game, backed by an impressive team. She is currently managed by sports and talent management company IMG, where she is represented by former ATP Pro Chris Helliar and Max Eisenbud, senior vice-president of tennis.

The company also represents Novak Djokovic, Naomi Osaka and Serena Williams. Mr Eisenbud also managed Sharapova before her retirement, representing her when she was the world’s highest-paid female athlete for 11 consecutive years.

When Sharapova defeated Williams to win Wimbledon at the age of 17 in 2004, the Russian player’s only sponsors were Nike and Prince. Following her victory, her Nike deal doubled, according to Forbes, and her annual earnings jumped to $18m from $3m, helped by endorsements from the likes of Tag Heuer, Canon, Motorola and Colgate-Palmolive.

Sharapova went on to become the biggest attraction on the WTA Tour, commanding up to $500,000 for exhibition matches before retiring last year at the age of 32.

For her part, Williams has 20 corporate partners, besides earning $94m in prize money, a staggering amount that is twice as much as any other female athlete. This summer, the American added sandwich restaurant Subway to that list of endorsements just before her 40th birthday.

Given her impressive form, she could continue playing for several years yet and remains a remarkable marketing juggernaut, although rumours of an impending retirement have been swirling around the courts recently.