Emma Raducanu lands new brand deal and explains why after US Open exit

Emma Raducanu has teamed up with personal care brand Wild. The 2021 US Open champion will act as the brand's first global ambassador.

Raducanu has enjoyed a decent year in tennis after reaching the third round at the Australian Open and Wimbledon ahead of her appearance at Flushing Meadows. She linked up with Carlos Alcaraz in the US Open mixed doubles and has also battled to some impressive victories at Masters events. And she has become one of the biggest tennis stars on the planet thanks to her endeavours on and off the court.

Raducanu features in Wild's new advertising campaign to promote their roll on deodorant, with the company taking to Instagram to promote a video on Tuesday.

In the video advertisement, Raducanu applies the deodorant to her armpit before telling viewers: "Big wins start with small changes."

The advert includes footage of the 22-year-old playing tennis, with Raducanu later adding: "This is my kind of change."

The tennis sensation will also appear in a television advert for Wild, with the commercial set to hit screens next year.

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In a statement, Raducanu explained: "For me, the definition of 'champion' isn't just about results on the court - it's about using my platform to make a difference.

"I'm proud to partner with Wild on [the] champions of change [initiative] and represent their commitment to sustainability and innovation."

Meanwhile, Wild's co-founder and chief marketing officer Charlie Bowes Lyon said: "Emma is the definition of a champion of change.

"She's broken boundaries in sport, and now she's joining us in challenging the status quo in personal care. This campaign is about leading with impact, and Emma is the perfect partner to inspire our community to choose better for themselves and the planet."

Raducanu will be aiming for a reset following the final Grand Slam of the year, with the Briton losing 6-1, 6-1 to Elena Rybakina at the US Open after just 62 minutes of action.

And following her exit, she explained: "I think when the very top play against me, they have a point to prove that they're at the top, and they're there for a reason. I think every time I've played one, they've kind of shown that.

"So I think at the same time while I'm improving, doing better, gaining maybe some more respect around, I think yeah, the top have definitely raised their game.

"But I'll take that as a compliment that they've decided to really lock in against me. But at the same time it does show I have a lot more work to do."