Get ready for the hype, but Emma Raducanu’s second coming has the potential to offer so much more

Of course, her own brilliance is primarily to blame for a publicity machine that moved into overdrive when she became the only player, man or woman, to come through qualifying and win a Grand Slam title.

Raducanu’s 2021 US Open win was the ultimate sporting story, with her ‘Fairytale of New York’ creating a sporting shockwave that had a lasting impact.

In a digital era driven by web clicks and social media likes, Raducanu appeared to have it all and A-list companies were eager to jump on board a train that they believed would only head in one direction.

Yet those in the tennis bubble saw the warning signs illuminating long before they became visible to the wider public.

Raducanu the influencer was the finished product, but Raducanu the tennis player was a long way from the complete package and that has been confirmed in the nearly three years since her New York miracle.

Here is a sporting hero who has done everything in her career backwards, with a Grand Slam win often the end game for a tennis player and yet it was the starting point for Raducanu.

Inevitably, she needed time to find her feet in a new world and only now does she appear to be ready to fit into the mould created for her by the marketing teams that have driven her story.

Why women’s tennis needs Emma Raducanu

It said much about her status that Wimbledon’s Order of Play committee opted to position the world No135 on Centre Court for the opening day of the 2024 Championships, with a change of opponent adding to the intrigue around Raducanu’s reappearance after she missed this tournament last year due to injury.

Raducanu was due to play No 22 seed Ekaterina Alexandrova in what would have been a challenging opening match. However, the withdrawal of the Russian due to injury saw ‘lucky loser’ Renata Zarazua from Mexico thrown onto the biggest stage in tennis despite losing her final round in qualifying for Wimbledon last week.

A change of opponent hours before stepping on court always adds to the challenge, but Raducanu overcame her early nerves to beat an impressively competitive Zarazua 7-6 (0), 6-3.

“It was an incredibly difficult match,” said Raducanu. “It took a lot of strength to get over the line. All props to her. In the morning you’re not in the draw and then you’re playing in Centre Court.

“It took a little bit of adjusting and finding my feet and I’m incredibly happy to be back here. I was for sure nervous but at the end of the day you just have to do what it takes.”

With No 8 seed Zheng Qinwen an early loser and the withdrawal of third seed Aryna Sabalenka through injury, her section of the draw is wide open, so standby for the hype to build around Raducanu once again.

As she has already been through the ride once before, she should know what is coming her way this time.