Prime Video and the Lawn Tennis Association(LTA) have introduced a new girls-only tennis program using broadcast revenues from Emma Raducanu's historic US Open win to encourage the next generation of female tennis players.
Raducanu's triumph at Flushing Meadows was among the biggest Grand Slam upsets in tennis history. She was just 18 years old and needed to come through qualifying to enter the main draw due to her low ranking.
However, the Briton stormed to a maiden Grand Slam triumph without dropping a set during the tournament. Her baseline hitting and composure during matches were astounding for someone so young.
This season has not been as easy for Raducanu. Understandably, she has not found adjusting to being a worldwide star easy, but the 19-year-old still hopes to win a title before the season ends.
But Raducanu's name recognition from winning the US Open means she is still wanted for significant matches. For example, in December, she will play Ons Jabeur at the Mubadala World Tennis Championship.
Another positive effect of her US Open final was the broadcast revenues on Prime Video being reinvested in the LTA's girls-only initiative to train coaches across Great Britain to provide lessons and advice specifically tailored for female players.
The program will last two years, through 2024, and will be available to any coaches in Great Britain who have received LTA accreditation. Raducanu expressed delight about the initiative being funded from a match she participated in.
“I’m extremely pleased to see the funds generated from the US Open Final go towards this new programme, which is a step in the right direction to bring more young girls into the sport and will continue to support a bright future for women’s tennis in this country,”
“As an ambassador of LTA Youth, it’s great to see a complimentary program take shape and hopefully bring some more success.”