British tabloid The Sun nicknamed Emma Raducanu Miss Moneypenny after the British became the 3rd highest-earning female athlete in 2022. According to the data presented by The Sun, Raducanu earned a total of 22.8 million pounds (2.8 million from prizes and 20 million from sponsors). The first two places in the ranking are occupied by Naomi Osaka (46 million pounds) and Serena Williams (30.6 million pounds).
The Miss Moneypenny nickname is inspired by the James Bond movie series. In fact, Emma Raducanu attended the world premiere of Daniel Craig’s “No Time To Die” in London in September 2021.
Raducanu got compared to Osaka and Hamilton
Emma Raducanu, one of the two revelations of the 2021 US Open, grabbed the marketing industry by storm as major companies went crazy for negotiating and planning future commercials using the tennis prodigy. Marketing experts argue that they have never seen such brand attention since Lewis Hamilton and Naomi Osaka.
Tim Crow, a sports marketing expert with extensive experience in sponsorships, was among the first to see Raducanu’s considerable market impact.
“I haven’t had this many calls from clients, major brands, who are interested in her since Lewis Hamilton broke through in Formula One.
If she wins, she will become one of the hot*est properties in British sport, if not the hot*est,” said Tim Crow for The Guardian. Besides comparing Raducanu to F1’s Lewis Hamilton, Crow also found similarities between the young British player and Naomi Osaka.
“As far as brand appeal is concerned I think you can draw parallels with Naomi Osaka [born in Japan to a Haitian father and Japanese mother and raised in the US],” said Crow as quoted by The Guardian. “Because of the multicultural aspect of her heritage she is able to resonate in so many markets.
She is a world citizen: she appeals so far beyond a typical white, British, middle-class female tennis player,” said Crow. As Emma Raducanu’s father is Romanian and her mother is Chinese, Raducanu is of multicultural origins.