Raducanu : not diverted by business interests

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Raducanu’s victory in New York attracted extraordinary interest from the corporate sector, according to Max Eisenbud, who previously managed the careers of Maria Sharapova and Li Na. And he believes that by limiting Raducanu to a maximum of 18 sponsor days each year, his organization IMG has “left millions of dollars off the table.” Eisenbud said on the podcast for The Sports Desk, “We could have done 50 days of shoots.” After the US Open, “I’ve never seen the amount of excitement and businesses who wanted to work with Emma.”


From Evian to Tiffany, Nike to HSBC, Raducanu represents the brands of nine different companies. The contracts, which are valued tens of millions of pounds, range in length from three to five years. However, Raducanu’s season hasn’t been as successful thus far. Only eight of the 19 games she has played so far this season have ended in victories for the 19-year-old, who has also sustained a number of minor ailments. Eisenbud, however, asserts that people shouldn’t associate these challenges with her business objectives. He acknowledged, “It’s been a hard year. “I think she had a lot of terrible luck, and what really harmed her was [getting] Covid and not having a wonderful off-season, and then she had to play catch up,” he said. But I believe that everything would have been the same if she had no shoot dates. The situation would likely be the same if she had kept herself in her room for a full year and done nothing. I realize that from the outside, you guys want to look at all those things. This is Eisenbud’s third experience in his line of work with something “amazing, special, and not normal.”


The other two were Li winning her first Grand Slam championship at the 2011 French Open in front of an estimated 116 million Chinese viewers and Sharapova defeating Serena Williams in the Wimbledon final in 2004 at the age of 17. Soon after Sharapova’s victory on Centre Court in 2004, Eisenbud recalled booking a space for a meeting with her father, Yuri. He claims Yuri wanted to take advantage of his daughter’s success while also making sure she maintained her focus and continued to triumph.


The American’s response was to create a calendar and then draw a line across all the weeks they both agreed there was no time for commercial work, particularly before, during, and right after a tournament. Eisenbud said of a player who for a decade was consistently the highest-paid female athlete in the world: “So we did this exercise through the entire year and we figured out that there was probably 18 days a year that she can give to sponsors without affecting her tennis training or her tournament schedule.” A few years later, Li’s family made the decision that they liked the sound of that strategy, and the Raducanus now agree with it.


”The same philosophy once more,” Eisenbud continued. “Never during a tournament week, never immediately following a tournament, and never a week or so before. I can see how people who don’t understand that philosophy may believe that she is being distracted by it, but I believe that is not the case when you look at how it is written up. Emma made the decision to begin her shoots at 12 or 1 p.m. and continue them until 8 or 9 p.m., giving herself the opportunity to exercise, train, or perform other forms of fitness in the morning. “Not all of the 18 days have been used. Although some sponsors offer those days, many of them don’t take advantage of them.” She will likely use around 13 days by the end of the year, in my estimation. But it’s difficult to say “no” when the offer is for millions of dollars on the 19th day since you’re sticking to the 18-day rule.

Written by: Relaks Radio

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