Murray’s historic win over Novak Djokovic at Flushing Meadows, New York last night (10 September) sees him become the first British male Grand Slam champion for 76 years. The victory caps off a successful season for Murray who also reached the Wimbledon final in July and won Olympic gold a month later.
Murray, whose sponsors include Adidas, Jaguar, Rado and Head NV, could be set for a boost from existing endorsements deals and new sponsorship contracts following his win,observers say.
Nigel Currie, director of sports marketing and sponsorship at Brand Rapport. says because Murray is in an elite group of Grand Slam winners, the “major global brands” will see him in a new light and will target him to promote their products and services.
He adds: “Andy Murray will triple his off court earnings from sponsorship, advertising, endorsements following his win. His current off court earnings are estimated at £7m. This could now reach £20m next year.”
Nick Anderson, sponsorship sales manager at Slingshot Sponsorship, says despite not being the most charismatic sports personalitythe “continued theme of Britishness” following the Olympics will make Murray an attractive partner for the right brands.
Industry observers note that a successful sportsman or sportswoman can double their on-court winnings with the amount they earn with sponsorships, but that varies greatly depending on the individual.
Steve Martin, chief executive at M&C Saatchi Sport and Entertainment, says Murray’s achievement won’t spark “a massive rush of new sponsors” but marks a significant step towards building a long-term legacy around his brand.
A spokesman for Adidas says that the brand has nothing planned to mark Murray’s win at the moment, but adds that the sports company would look at how to “best celebrate his achievements and our long running partnership” in the months to come.
Separately, Murray was reportedly heard by on-court microphones asking organisers where his watch, from sponsor Rado was, so that he could wear it when he collected the trophy. The Olympic-champion signed a $16m (£9.9m) deal with the watch brand in June.