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The London Eye pays tribute to tennis ace Emma Raducanu in guerrilla marketing stunt

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By John Glenday | Reporter

June 27, 2022 | 3 min read

The London Eye has been temporarily renamed ‘Emma’s Eye’ in an unofficial nod to Britain’s number one tennis player Emma Raducanu.

London Eye

The London Eye has been renamed in honor of the tennis star

The giant Ferris wheel on the banks of the Thames has been set in motion to elevate Raducanu in the minds of Londoners ahead of her appearance on Wimbledon’s Centre Court later this afternoon.

Visitors to the famous attraction will be able to cheer on the tennis ace from its rotating glass pods throughout the two-week tournament while downing strawberries and cream.

Currently sponsored by travel specialists lastminute.com, the brand has relinquished its naming rights in a spirit of patriotism to help propel Raducanu through Wimbledon on a tide of public support.

Imran Tauqir, general manager at the lastminute.com London Eye, said: “From one famous Londoner to another, Emma’s Eye is backing the incredible athlete behind our name change all the way. And what better way for guests to show their own support – and enjoy all the tennis action – than stepping into our Serve and Volley Pod? On a clear day, visitors might even catch a glimpse of the SW19 courts and the star herself while flying 443ft in the air and sipping on their champagne.”

The tennis-themed takeover includes a faux grass court, complete with themed props such as umpire chairs and tennis-ball trees all decked out in the Wimbledon colors of purple and green.

Raducanu has become a sponsors’ darling since her US Open win, counting the likes of banking giant HSBC and sportswear brand Nike among her commercial partners.

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