Emma Raducanu stars in most expensive Christmas advert ever as Sports Direct splurge £6m

Emma Raducanu has shown ‘ruthless streak’ says commentator

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US Open champion Emma Raducanu has been seen in a starring role off the court, after appearing in Sports Direct’s £6 million Christmas advert alongside some of the country’s biggest sports stars.

The advert – that premieres today – features some of Britain’s biggest names enjoying themselves in the festivities, and battling it out in an a-list snowball fight.

Raducanu is seen outside in the snow with racquet in hand, taking part in the monumental winter battle by serving a snowball into the back of England football star Jack Grealish.

Raducanu and Grealish are joined by the latter’s England teammates Jordan Pickford, Declan Rice, Mason Mount and Dominic Calvert-Lewin, whilst Women’s Super League Chelsea star Fran Kirby also features.

The pricey ad kicks off with the sporting stars piling outside after the sight of snow, as England keeper Pickford lands the first blow, launching his first snowball into teammate Grealish before the carnage commences.

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England Rugby Union star Maro Itoje then hurles his effort with a Rugby-like pass into teammate Anthony Watson, before Raducanu takes centre stage by performing a signature serve into the back-turned Grealish.

Team GB Olympic legend Jessica Ennis-Hill is then seen making her move as she glides through the snowball warzone, before Chelsea star Kirby points out an incoming shot from the golf swing of European Tour player Andrew Johnson.

The golfer’s snowy tee shot then crashes into the back of Champions League winner Mount, before the Premier League ace falls to the floor in laughter and performs a series of snow angels.

Following today’s release of the star-studded advert, Beckie Stanion of Sports Direct has encouraged the public to ‘Go All Out this Christmas’.


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Stanion said: “After the challenges the nation has faced over the past year we’re excited to encourage everyone to Go All Out this Christmas with the help of some of the country’s biggest sporting legends. 

“Whether you’re working on legs like Jack Grealish, sprints like Jessica Ennis-Hill or backhands like Emma Raducanu, it’s time to shrug off the cold, step out and make this season your best one yet.”

The sports retail chain have looked to make their move on the renowned festive advert season, which is notoriously dominated by department store John Lewis.

However a media source has revealed that Sports Direct’s a-list showing has ‘knocked the usual suspects out of the water’.

The source said: “John Lewis’s adverts are always top of the bill when it comes to Christmas but the absolute wealth of talent in Sport Direct’s this year is eye-watering and really knocked the usual suspects out of the park. 

“Emma Raducanu, especially, is an impressive booking as she has not yet done many commercial deals. People will love to see her grinning and having fun.”

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