British tennis player Emma Raducanu has been unveiled as the inaugural global ambassador for sustainable personal care company Wild, fronting their new Champions of Change campaign that launched during the US Open.
The partnership was announced on Tuesday in New York, marking Wild's first celebrity endorsement as the eco-friendly deodorant brand seeks to expand its international presence.
The campaign features Raducanu in promotional films and imagery showcasing Wild's refillable deodorant range, which uses compostable bamboo pulp refills instead of single-use plastic.
In the advertisement, Raducanu applies the product whilst declaring "Big wins start with small changes" and "This is my kind of change."
Emma Raducanu has signed a new sponsorship deal to become Wild's inaugural global ambassador
|REUTERS
Wild's co-founder and chief marketing officer Charlie Bowes-Lyon praised the tennis star.
He stated: "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."
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Raducanu expressed her enthusiasm for the collaboration, saying: "For me, the definition of champion isn't just about results on the court – it's about using my platform to make a difference."
The partnership encompasses social media campaigns across both parties' platforms, with a major television advertisement scheduled to air in the UK during 2026. The campaign materials were filmed at West Side Tennis Club in Forest Hills, New York.
The announcement comes shortly after Raducanu's disappointing third-round defeat at the US Open, where she was comprehensively beaten by Elena Rybakina.
The loss has impacted her position in the UTR Rankings, which measure current form rather than the traditional 52-week rolling system.
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Emma Raducanu has a number of other sponsorship deals including one with Porsche since 2022
| InstagramHaving climbed to ninth place following two comfortable opening victories at Flushing Meadows, the 22-year-old has now dropped to eleventh.
Raducanu acknowledged the gulf in class, admitting: "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."
Despite the setback, Raducanu maintains significant commercial appeal, with her Instagram following of 2.9 million making her an attractive prospect for brands.
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The former US Open champion has retained partnerships with prestigious companies including Dior, Porsche, Tiffany, British Airways, Vodafone and Evian since her breakthrough victory in 2021.
Her on-court earnings total approximately $5.5 million, though sponsorship income over the past four years likely exceeds this figure considerably.
Emma Raducanu exited the US Open on Friday as her hopes of Grand Slam glory ended in disaster
| REUTERSRaducanu has acknowledged learning from early career mistakes, revealing she now allocates specific time slots for business matters and has become more comfortable declining opportunities to maintain focus on her tennis development.