Emma Raducanu Teams up With Prime Video to Create a Difference in British Tennis Under Andy Murray’s Guidance

Published 10/12/2021, 2:07 PM EDT
Sep 11, 2021; Flushing, NY, USA; Emma Raducanu of Great Britain celebrates after her match against Leylah Fernandez of Canada (not pictured) in the women’s singles final on day thirteen of the 2021 U.S. Open tennis tournament at USTA Billie Jean King National Tennis Center. Mandatory Credit: Robert Deutsch-USA TODAY Sports


Ever since Amazon Prime Video decided to invest heavily in British tennis with the help of Andy Murray a couple of years ago, they found two bright talents in the form of Emma Raducanu and Jack Draper. Both of them were supported by Amazon to make their mark on the respective tours and it paid off as Raducanu went on to claim her first-ever major title at the US Open last month.

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Emma Raducanu enjoyed unexpected success at the US Open this year

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With the mammoth success earned by Raducanu, Prime Video has now more confidence of picking up exciting tennis talent from the United Kingdom and support them by taking help from an experienced Murray.

Raducanu, who landed in New York hoping to qualify for the main draw, stunned everyone with each of her victories, as she didn’t lose a set during maiden slam success. The Brit also managed to defeat the likes of Belinda Bencic and Shelby Rogers en-route the title.

Oct 5, 2021; Indian Wells, CA, USA; Emma Raducanu (GBR) hits a ball on the practice courts during day 2 of the BNP Paribas Open at the Indian Wells Tennis Garden. Mandatory Credit: Jayne Kamin-Oncea-USA TODAY Sports

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The success of Raducanu brought new hopes for British tennis in terms of talent and also created a new-found interest among general public to follow the sport. Prime Video’s decision to share the televising rights for the final with Channel 4 was successful as 9.2 million people tuned in to watch the championship match.

Looking at the success of Raducanu, Prime Video’s managing director Alex Green reflected on their partnership with Murray and the success it brought to British tennis. The streaming giant also decided to reinvest the money they received from televising US Open, back into tennis.

Prime Video teams up with Raducanu to help women’s tennis in Great Britain

We thought that was the right thing to do (to reinvest). At Amazon, we are working with the LTA and Emma herself, she has unique insight into what is needed to help young women tennis players really rise to the top. We are working with both of those and really hoping to make a difference to young women’s tennis in the country”, said Green.

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Alex Green also expressed his happiness over sharing the broadcasting rights for the women’s singles final with Channel 4.

Working with a free-to-air partner made sense, Channel 4 were very flexible. They allowed us to share our whole production on a Saturday night and it allowed millions of people across the country to watch it,” Green concluded.

Sep 11, 2021; Flushing, NY, USA; (L-R) Leylah Fernandez of Canada and Emma Raducanu of Great Britain celebrate with the finalist and championship trophy (respectively) after their match in the women’s singles final on day thirteen of the 2021 U.S. Open tennis tournament at USTA Billie Jean King National Tennis Center. Mandatory Credit: Robert Deutsch-USA TODAY Sports

The women’s singles final between Raducanu and Leylah Fernandez remained one of the most-watched tennis matches across the United Kingdom as it managed to pique the interest of numerous young audiences. Of-course, it also created millions of fans for Emma Raducanu.

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DIVE DEEPER

Former British No. 1 Details Why It’s Not the Right Time To ‘Assess’ Emma Raducanu’s Game

13 days ago

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Sagar Ashtakoula

473 articles

Sagar Ashtakoula is a Tennis author at EssentiallySports. He has been following the sport since 2007. Sagar has completed his graduation in Electronics and Communication Engineering.

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