The ASB Classic's tournament director admits that getting Emma Raducanu to compete at the event is an investment, but her impact on ticket sales makes those efforts worthwhile.
Raducanu is currently in Malaga to represent Team Great Britain at the Billie Jean King Cup Finals. They will face Germany in the opening round, and the winner will face the defending champions, Canada, in the quarterfinal.
The 22-year-old worked hard to get fit for the team event. She had missed almost the entire Asian swing after spraining ligaments in her foot at the Korea Open against Daria Kasatkina, leading to Raducanu retiring after just 31 minutes.
Although there may have been some temptation to skip the Billie Jean King Cup Finals and focus on preparing for the 2025 season, Raducanu showed how much representing Great Britain means to her by committing to the event.
However, the 2021 US Open champion has also started planning for next year. It was recently confirmed that her first tournament of the new season will be at the ASB Classic in Auckland.
Raducanu has mixed memories of that tournament. She picked up an injury in 2023 and hit out at the tournament organizers afterward for the slippery court and argued some things could have been managed better.
By contrast, Raducanu returned to tennis for the first time in nine months at last year's ASB Classic after severe wrist and ankle injuries sustained at the start of the 2023 clay-court season.
The former Grand Slam winner won her first match against Elena-Gabriela Ruse before narrowly losing to eventual runner-up Elina Svitolina in the following round. Overall, it was a successful first tournament back for Raducanu.
Nicolas Lamperin, the ASB Classic tournament director, told the Herald that securing Raducanu's participation is always a priority for the event because of its impact on ticket sales.
"Someone like Emma will always be on top of our list, she’s a marquee player, her ranking doesn’t really matter in terms of the star power that she brings to the tournament."
"It’s an investment but it’s worth it. We’ve seen the effect on ticket sales, every time we have announced her there is always a major spike. We have also seen the reaction from our sponsors when we are having a discussion and sharing the possibility that she might be coming."
After her participation was confirmed, Raducanu described how happy she was to confirm a return to Auckland. The 22-year-old plans to spend Christmas day with a close friend who lives in the city ahead of the tournament.
"The people are very friendly and very hospitable. I always have a great time there. The weather, when it is nice, is really beautiful. One of my best friends lives in Auckland and her family do too, so I think I will be there for Christmas Day."
"Over the last two years, we have gone an hour north to their beach house and had a barbeque there. It is really wholesome. The quality of the meat and fish is so fresh and I am looking forward to it."