Emma Raducanu adds British Airways to high-flying endorsement portfolio

If Emma Raducanu wasn’t flying high before, she’s certainly ready to take to the skies now after joining British Airways as a global brand ambassador.

The World No. 19 shot to prominence in the fall after stunning the tennis world when she became the first qualifier to win a Grand Slam title in the Open Era. Raducanu’s historic US Open triumph also earned her BBC’s coveted Sports Personality of the Year award—and it seems like the sky's the limit for the 19-year-old.

"[I'm] thrilled to join the @British_Airways family as a global brand ambassador!” Raducanu wrote in a social media post. “The airline has already been part of a special time for me, flying me home from the US Open. I look forward to working with the iconic British brand on some exciting projects!"

The British player, who is represented by IMG and agent Max Eisenbud, has been snapping up the endorsement deals and raking in the social media followers ever since her New York victory. Before the US Open, Raducanu had around 400,000 followers on Instagram; now she’s at a cool 2.1 million.

Her ever-growing, multi-million dollar portfolio includes luxury brands Tiffany & Co, Evian water and fashion house Dior. But the 19-year-old says she is determined to ignore the head-turning figures and focus on tennis.

“I’ll just leave [the endorsements] to my parents and my team, to be honest. I’m just focusing on what I love to do, which is competing.” Raducanu recently told BBC Breakfast.

Raducanu recently hired coach Torben Beltz and plans to begin the 2022 season in Australia. A pre-season exhibition in Abu Dhabi was scrapped when the Brit contracted COVID-19.