Emma Raducanu is already a Grand Slam champion—and now she'll help the next generation of players pursue major dreams.
US Open champion Raducanu has signed on as brand ambassador for Vodafone.
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In her new role, Raducanu will work with the brand to inspire the next generation of players and help grow grassroots tennis in the UK.
The 19-year-old Raducanu will become the face of Vodafone’s grassroots tennis initiatives, with plans to use Vodafone connectivity to expand access to tennis for people of all ages, backgrounds and abilities. This includes the relaunched and expanded mass participation competition Play Your Way to Wimbledon, powered by Vodafone, formerly known as the Road to Wimbledon, which will be delivered in partnership by the LTA, the All England Lawn Tennis & Croquet Club, and Vodafone.
With entries now open, thousands of 14&U and 18&U players are set to take part in the initial stages held in clubs, parks and schools leading to county and regional finals in June and July. The winners of these stages will progress to the national finals, taking place on Wimbledon’s Aorangi Courts in August. They will also have the chance to immerse themselves in the true Wimbledon experience, competing in whites and touring the historic Grounds and Museum.
From 2023, the LTA and the All England Club are planning for the competition to expand further, including through the introduction of additional age groups and disability categories, which Vodafone is proud to support.
"I’m so excited to be working with Vodafone to inspire the next generation of tennis players in the UK," Raducanu said. "The support I received at a grassroots level has been key to my development as a player, and I’m looking forward to helping make these initiatives even bigger, better and more accessible."
There has already been good news for grassroots tennis in the UK, with the three months after Raducanu's US Open win seeing more adults pick up a racquet regularly than for the same period in any of the past five years. Vodafone will work with Emma, the All England Club and the LTA to build on this ‘Raducanu Effect’ and help get more children and adults playing and enjoying tennis as they take part in the competition.
Raducanu credits parental support—and the LTA's developmental programs—for helping her to make history as the first qualifier—male or female—to capture a Grand Slam singles title.
"There are many factors, but I put a lot of emphasis on the role my parents played in getting me to take part in so many sports from a young age and the mentality they helped shape," Raducanu said. "As I grew up there was a great tournament system in place that allowed me to compete most weekends.
"The LTA have also supported me along the way, so I’m pleased to see Vodafone now play an important role with grassroots tennis."
Raducanu said she's focusing on one primary goal in 2022: all-around improvement.
"My main goal is to see improvements in my game and look back knowing I’ve got better in certain areas," Raducanu said. "It’s my first year on tour so I’m very excited to have a full schedule and I’m sure I will have learned a lot by the end of the year."
Photo credit: Vodafone