Emma Raducanu Partners Vodafone to Inspire Next Generation of Players

Emma Raducanu has a new role: Grassroots tennis ambassador.

The US Open champion has partnered Vodafone and will work with the brand to inspire the next generation of players and help grow grassroots tennis in the UK.

As part of her role, Raducanu will become the face of Vodafone’s grassroots tennis initiatives, with plans to use Vodafone connectivity to expand access to tennis for people of all ages, backgrounds and abilities. This includes the relaunched and expanded mass participation competition Play Your Way to Wimbledon, powered by Vodafone, formerly known as the Road to Wimbledon, which will be delivered in partnership by the LTA, the All England Lawn Tennis & Croquet Club, and Vodafone.

With entries now open, thousands of 14&U and 18&U players are set to take part in the initial stages held in clubs, parks and schools leading to county and regional finals in June and July. The winners of these stages will progress to the national finals, taking place on Wimbledon’s Aorangi Courts in August. They will also have the chance to immerse themselves in the true Wimbledon experience, competing in whites and touring the historic Grounds and Museum.

From 2023, the LTA and the All England Club are planning for the competition to expand further, including through the introduction of additional age groups and disability categories, which Vodafone is proud to support.

There has already been good news for grassroots tennis in the UK, with the three months after Emma’s grand slam win seeing more adults pick up a racquet regularly than for the same period in any of the past five years. Vodafone will work with Emma, the All England Club and the LTA to build on this ‘Raducanu Effect’ and help get more children and adults playing and enjoying tennis as they take part in the competition.

 “I’m so excited to be working with Vodafone to inspire the next generation of tennis players in the UK,” Raducanu said. “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.”