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Raducanu agent about her commercial interests out of court

Raducanu agent about her commercial interests out of court

 


Max Essenbud, the agent of US Open champion Emma Raducanu, has responded to suggestions that the British teen’s play has been adversely affected by her increasing commercial interests.

19-year-old Raducanu rose to fame after being the first qualifier in tennis history to win a Grand Slam at the US Open last year, making her one of the most sought-after athletes in the world.

“I’ve never seen so much excitement and companies wanting to do business with Emma after the US Open. We could have done 50 days of shoots,” Eisenbud said. on The Sports Desk podcast

While she’s struggled to replicate that form in tournaments since her breakthrough at the US Open, Raducanu has become one of the most marketable women in the world, signing endorsement deals with a number of A-listers, including Nike, HSBC and Tiffany.

Even with Wimbledon just around the corner, Raducanu’s impatience is growing to live up to her superstar bill and concerns about her physical fitness, which have led her to three tournaments this year. The Briton has often been criticized for spending too much time pursuing her commercial interests out of court, something Eisenbud strongly opposes.

“It’s been a tough year,” Eisenbud said on The Sports Desk podcast† “I think she had a lot of bad luck and what really hurt her was [catching] Covid and not a great off season, and then she played catch up. But I think if she had zero shoot dates, everything would be the same. I know you guys want to look at all those things from the outside, but if she locked herself in the room all year and didn’t do anything, I think it would be the same.”

Never a week or so before a tournament, never in a tournament week and never right after the tournament” – Eisenbud on how Raducanu manages her interests off the field

Eisenbud revealed that Raducanu only devotes 18 days a year to her sponsors, a model he had also followed with his former A-list clients Maria Sharapova and Li Na. He says that Raducanu’s career and tennis schedule are always at the forefront of off-court commitments.

“Never a week or so before a tournament, never in a tournament week, and never right after the tournament,” Eisenbud said. “I understand how people who don’t understand that philosophy might think it distracts hair, but I think when you see how it’s laid out, it really isn’t.”

“Emma has decided that she wants to start her shoots at 12 noon or 1 pm and go until 8 or 9 pm and have the option to train or workout or do fitness in the morning. Not all days of the 18 have been used. There are sponsors who have those days, but many of them don’t take advantage of them. I can imagine that by the end of the year the number of days she uses will be around 13. But when the 19th day comes, and it’s millions of dollars and you have to say ‘no’ because you’re faithful to the 18 days – it’s tough.”

Sources

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2/ https://www.tennismajors.com/wimbledon-news/raducanu-agent-debunks-theories-of-off-court-interests-distracting-her-608004.html

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