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Emma Raducanu can show she’s nonetheless in ‘prime flight’ by beating Serena Williams

Emma Raducanu can show she’s staying within the “prime flight” of marketable athletes within the sport by beating Serena Williams in Cincinnati, model consultants mentioned.

The Briton will face the 23-time singles champion for the primary time in her profession within the first spherical of the Western and Southern Open on Monday.

Market analysis by Rob Mills, chief govt of consultancy Turnstile, mentioned the 19-year-old’s model attraction stays robust, regardless of her struggles since profitable the US Open a yr in the past.

However a win over Williams, who has mentioned she’s going to “evolve away” from the game after the US Open?would supply sponsors nice reassurance that she is staying on observe, Mills mentioned.

“Within the knowledge we’re seeing coming in, her attraction remains to be robust. There’s clear understanding from followers that she remains to be younger and that she is making progress.

“She’s in a very robust place based mostly on the analysis we have had. I believe everybody has expectations that she’s going to proceed to make progress. There is no seen indicators of any change we’re choosing up… but when she does properly towards Serena, that may after all proceed to bolster the credibility that she’s a prime racer.”

Raducanu, who has long-term offers with the likes of Tiffany and Co, Nike and Wilson, final week insisted she is not feeling the strain as she prepares to defend her US Open crown. Strain “is simply what I impose on myself or what I anticipate of myself,” she advised Sky Sports activities. “I solely really feel the strain, and even give it some thought, once I’m in my press conferences as a result of each query is about strain,” she added.

The Briton’s historic victory over Flushing Meadows got here 22 years after Williams received her first singles title in New York, aged simply 17. The winner of the match between Raducanu and Williams will face Victoria Azarenka or Kaia Kanepi within the second spherical.

Since final yr’s US Open, Raducanu has performed in 16 tournaments and has been knocked out 14 occasions by a lower-ranked participant.

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