Amazon considers making Emma Raducanu's historic appearance in US Open Final FREE-TO-AIR

Amazon will consider making Emma Raducanu’s historic appearance at the US Open Final free-to-air, but the broadcaster will have to move fast to make it happen and weigh up the cost of lost subscribers.

Analysts say the rights-holder is looking at its options after the ‘teen queen’ of tennis sensationally made the final. One of them will be to partner with a free-to-air broadcaster.

Raducanu, 18, will be the first British woman in a major singles final in 44 years, and will face Canadian teenager and world No. 73,  Leylah Fernandez, 19, tomorrow.

And the Kent youngster is the first ever qualifier into a Grand Slam final after another performance of extraordinary poise saw her defeat seventeenth seed Maria Sakkari 6-1, 6-4 in the semi final in just 84 minutes. 

‘Amazon can deal with a free to air operator,’ said Pierre Maes, a sports media consultant. ‘For Amazon it is a good opportunity to bring in subscribers to Prime. But they could offer a licence.’

‘Amazon are very opportunistic,’ added Maes. ’If there is good money to make from a broadcaster, they will consider it.’

The broadcaster is declining to comment on its options, but industry insiders say discussions will take place today, before the final, which is scheduled for 9pm on Saturday.

Regardless of Amazon’s decision, viewers will be able to watch the match for free by signing up to Amazon’s 30-day free trial. Afterwards, a subscription costs £7.99 a month.

And Amazon has partnered with the BBC to enable highlights to be shown on free-to-air television on Sunday.

There is precedent for major British sporting moments emerging from behind a pay wall. In 2019, Sky Sports made the final of the Cricket World Cup between England and New Zealand free-to-air by partnering with Channel 4.

England were chasing their first Cricket World Cup title, and it was the first final that the team had reached since 1992, when they lost to Pakistan in Melbourne. 

C4 screened the match, which England won sensationally following a super-over, simultaneously with Sky. 

However, the decision is not only commercially driven, there is also a strategic element to it.

When England made the final of the cricket World Cup it was against a backdrop of concern that the nation’s summer sport was only available to subscribers.

‘There was pressure from public opinion [in that case],’ said Maes. ‘I do not think Amazon have a PR problem in the UK.

‘It is a question of strategy. They may think we will attract X thousand subscribers to Prime and that is the reason we bought tennis in the first place.’

Today, the BBC announced it has secured rights to show highlights of the match.

‘Following last night’s historic victory that saw Emma Raducanu sail through to the US Open final, the BBC can confirm it has secured the rights to TV highlights show of the competition this weekend,’ the BBC said in a statement.

Live commentary of the match will also be available on BBC Radio 5 Live and BBC Sounds tomorrow evening and BBC Sport online will provide live text commentary.