Emma Raducanu wins BBC Sports Personality of the Year

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The 19-year-old top British tennis player announced she would become the new face of the British airline on social media on Tuesday. Speaking of the deal, Ms Raducanu said she was “excited” at the prospect of working with the iconic brand.

She said: “The airline has already been part of a special time for me, flying me home from the US Open.

“I look forward to working with the iconic British brand on some exciting projects.”

British Airways said it was proud to have signed “the very best of British talent”, and will fly Raducanu and her team to sporting fixtures across the world.

Tom Stevens, BA director of brand and customer experience, said: “We couldn’t have been prouder as a nation than when Emma won the US Open.

“Sport has the power to inspire and unite people all across the globe, so we are delighted to be supporting Emma as she represents Britain and takes on the world.”

According to the marketing experts, the move will help the global airlines in increasing their visibility, especially in China as the sports star is of Chinese and Romanian heritage and speaks fluent Mandarin.

Marcel Knobil, founder of Superbrands and the Brand Council consultancy said: “One of the characteristics that British Airways wants to amplify is that its roots are in Britishness, but it wants to appeal to an international audience.

“Emma Raducanu has her heart in the UK but has international credentials. That’s a very strong association for BA.

“China is such an important audience, and one which many brands want to tap into. Emma will be a great conduit.”

Mr Knobil added that Raducanu’s winning personality was attractive to brands.

He said: “It would be very difficult at the moment to find an individual as popular as her.

“She has an aura of success and great future prospects.

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“It may seem as if she has exploded onto the scene from nowhere, but an enormous amount of work has gone into her career.

She is so different from the hollow celebrities who are famous for being famous.”

The British tennis player had a sensational year on the tennis circuit, winning £2 million in prize money.

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