Emma Raducanu joins Jack Grealish and Mason Mount in star-studded Sports Direct Christmas ad

The US Open winner has been in high-demand with brands since her stunning tournament victory

Sports Staff
Thursday 04 November 2021 15:10
Comments
Sports Direct reveal star-studded Christmas advert

Emma Raducanu has been revealed as the star of Sports Direct’s new Christmas advertising campaign.

The 18-year-old has been highly sought-after by brands ever since her sensational wildcard victory at this summer’s US open grabbed the attention of the entire nation, and joins a variety of other sports stars and celebrities in the big budget ad, including Manchester City’s Jack Grealish and grime musician Big Narstie.

The Mike Ashley-owned sports retailer attempts to invoke the fun of the festive period by engaging a plethora of athletes from different sports in a suburban snowball fight, with Raducanu serving up an ace by launching a cold one right into Grealish’s back with her racket.

Grealish’s England team-mates Jordan Pickford, Declan Rice, Dominic Calvert-Lewin and Mason Mount also join in the action, alongside the likes of Jessica Ennis-Hill and golfer Andrew Johnston.

This is Sports Direct’s first ever Christmas ad campaign with debut airings set to take place in upcoming editions of programmes including Gogglebox andTaskmaster on Channel 4.

Raducanu has signed long-term agreements with the likes of Nike, Tiffany & Co and Dior since beating fellow teenager Leylah Fernandez at Flushing Meadows in August, becoming a household name just a few short months after finishing her A Levels. She has also been spotted at a variety of glamorous events alongside global stars including the Met Gala and the premiere of No Time To Die.

Emma Raducanu is part of the new Sports Direct Christmas advert

Sports Direct’s chief marketing officer Becky Stanion explained the reasoning behind Raducanu’s starring role, saying: “The new ad continues to celebrate our brand purpose; championing the legend in everyone, no matter how skilled you are. Whether you’re working on legs like Grealish, sprints like Jessica Ennis-Hill or backhands like Emma Raducanu.”

Sports Direct has been embroiled in a number of controversies over the years, including unlawfully withholding wages from staff members, heavy reliance on zero hours contracts, and giving workers only 15 minutes’ notice of redundancy.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in