- Raducanu and Fernandez’s extraordinary roads converge
- Analysis: Why Raducanu’s run to final is no fluke
- Fernandez shows hopeful side of Canada’s tennis dream
- Email Bryan with your thoughts or tweet him @BryanAGraham
Fernandez and Raducanu are the 20th and 21st unseeded grand slam finalists of the Open era and the sixth and seventh in New York. However, this year’s US Open is the first time two unseeded players have faced one another in a major final.
And as we’re surely all aware by now, Raducanu is the first qualifier to in the professional era to make it as far as a slam final.
Related: Raducanu and Fernandez’s extraordinary roads converge on final unlike any other
In a very short time, Radumania has transcended the sports pages. Here’s the business angle of Emma Raducanu’s fairytale run to today’s final. The short version: the sky’s the limit.
Tim Crow, a sports marketing consultant who advised Coca-Cola on football sponsorship for two decades, said: “I haven’t had this many calls from clients, major brands, who are interested in her since Lewis Hamilton broke through in Formula One. If she wins she will become one of the hottest properties in British sport, if not the hottest.”
Crow said Raducanu’s combination of youth, sporting prowess, charismatic personality and international appeal – she was born in Canada to parents from Romania and China and is a product of the British tennis system – makes her commercial gold for brands. She has a shoe and clothing contract with Nike and racquet sponsorship with Wilson.
Related: Raducanu set for global media stardom, say UK marketing experts
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