Vodafone has unveiled a new partnership with 19-year-old tennis star Emma Raducanu, making her the network provider’s first grassroots tennis ambassador.
The partnership with Raducanu will see her work with the brand to inspire the next generation of players and to help grow grassroots tennis in the UK.
Following the telecommunications firm’s latest long-term deal with Wimbledon, Raducanu‘s first role as ambassador will be to promote the Play Your Way to Wimbledon competition.
Formerly known as the Road to Wimbledon, the competition will be delivered in partnership by the LTA, the All-England Lawn Tennis & Croquet Club, and Vodafone. It will also see thousands of young players across the UK enter for a shot at playing on Wimbledon’s Aorangi Courts in August.
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“Emma is the perfect person to champion the relaunch and expansion of Play Your Way to Wimbledon, powered by Vodafone and our ambition to democratize the sport and connect a new generation of fans and players,” Vodafone consumer director Max Taylor said.
Raducanu added: “I’m so excited to be working with Vodafone to inspire the next generation of tennis players in the UK. The support I received at a grassroots level has been key to my development as a player, and I’m looking forward to helping make these initiatives even bigger, better and more accessible.”
While the initial stages will be held in clubs, parks and schools, the finalists who progress through competition will have the added opportunity of touring the historic grounds and museum.
Separately, Vodafone has also pledged to play up to the strengths of its “superfast” 5G broadband network as an “indispensable” connection between Raducanu and her friends and family as she tours the globe.
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