While Emma Raducanu was busy reaching the last-16 at Wimbledon, her team started working on her 2025 schedule.
The world No. 58 is set to return to the ASB Classic in Auckland for the third time to get some matches in before the Australian Open.
The tournament director has opened up on talks he held with the Raducanu camp to ensure she would return to New Zealand, claiming her entry is an “investment but it’s worth it”.
For the last two years, Raducanu has started her season in New Zealand. It didn’t go well in 2023 – she rolled her ankle when her match was moved to an indoor court due to rain and retired in tears.
But she made happy memories in Auckland earlier this year as she made her long-awaited comeback after spending eight months sidelined following multiple surgeries. Raducanu made a winning return and pushed eventual finalist Elina Svitolina all the way in a close second-round defeat.
The former US Open champion has now reportedly penned a deal to compete in the WTA 250 event for the 2025 season. Tournament director Nicolas Lamperin held talks with Raducanu’s camp during the second week of Wimbledon in July, keen to bring her back to Auckland.
“Someone like Emma will always be on top of our list, she’s a marquee player, her ranking doesn’t really matter in terms of the star power that she brings to the tournament,” he told the NZ Herald.
It will be a boost for both Raducanu and the tournament. The 21-year-old will likely receive a lucrative appearance fee after confirming a deal in September following “smooth” negotiations.
And Lamperin believes the ASB Classic will see a return with fans keen to watch Raducanu in action. He continued: “It’s an investment but it’s worth it.
“We’ve seen the effect on ticket sales, every time we have announced her there is always a major spike. We have also seen the reaction from our sponsors when we are having a discussion and sharing the possibility that she might be coming.”
It’s no surprise that Raducanu has a lot of pull. She made history at age 18, becoming the first qualifier in tennis history to win a Grand Slam title at the 2021 US Open. It was just her fourth professional tournament.
She quickly penned big-money deals with the likes of Dior, Porsche and Tiffany & Co. The ASB Classic boss believes Raducanu’s star power matches the likes of Naomi Osaka and Coco Gauff.
“She is in that group,” he claimed. “She sells tickets and fans want to see her.”
Lamperin is already looking forward to Raducanu’s third trip to Auckland and the Brit will likely feel the same. He added: “She has a special relationship with Auckland and New Zealand. That really helps the discussion.”