In a surprising turn of events, Emma Raducanu, the US Open 2021 women’s singles winner, was replaced as Vodafone’s face at Wimbledon 2023. The telecom giant has chosen to feature a wheelchair tennis duo instead, leaving Raducanu out of the spotlight due to her ongoing recovery from multiple surgeries. The decision has raised eyebrows among tennis enthusiasts and fans alike.

Raducanu’s absence from the Wimbledon ad campaign can be attributed to her recent string of injuries. The subsequent medical procedures have left her unable to participate in the sport, prompting Vodafone to consider alternative options for their advertisement.

Emma Raducanu’s absence paves the way for a new Wimbledon ambassador

Emma Raducanu’s extraordinary debut at the 2021 US Open earned her widespread acclaim and established her as a rising star in the sport. However, the young British sensation’s career trajectory took an unexpected turn as she suffered from several injuries and poor form on the tour. She has recently embarked on a path of recovery following consecutive surgeries on her wrists and a minor operation on her left ankle. With Raducanu facing an extended period away from the tennis court, Vodafone was compelled to select a new ambassadors for the upcoming Wimbledon Championships. It turned out to be wheelchair tennis stars, Gordon Reid and Alfie Hewett.

Gordon Reid is an established name in wheelchair tennis who is stepping into the spotlight. Reid comes with notable success, including a Paralympic gold medal and a Wimbledon wheelchair singles championship. The decision to feature Reid underscores the tournament’s commitment to inclusivity and diversity, showcasing the achievements of athletes from various backgrounds.

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In addition to being a three-time Paralympic silver medalist, Alfie Hewett achieved victories in both singles and doubles at the Wheelchair Tennis Masters in 2017 and 2021.

Despite losing her endorsement deal, Raducanu will continue to serve as a brand ambassador for Vodafone once she has recovered from her injuries and returns to the sport. “Emma is still one of Vodafone’s valued ambassadors. She will continue to play a key role in our Wimbledon campaign alongside Alfie, Gordon and Jack Draper,” a Vodafone spokesperson told the Daily Mail.

Positive reception for Vodafone/Wimbledon ad featuring Gordon Reid & Alfie Hewett

After the ad’s release, noted news reporter James Gray took to Twitter to express his approval of the ad, stating, “Have just seen the new Vodafone/Wimbledon ad with Gordon Reid (who along with Alfie Hewett replaced Emma Raducanu as their face of Wimbledon this year). It’s really good, I have to say.”

By choosing up-and-coming wheelchair tennis players, the telecom giant aims to inspire and empower individuals with disabilities while promoting a more inclusive image of the sport.

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Although Emma Raducanu’s absence from this Wimbledon has disappointed her fans, the inclusion of Gordon Reid as the tournament’s new face generates excitement. It also recognizes the remarkable accomplishments of wheelchair tennis players.

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