Andy Murray could triple off-court earnings

Andy Murray is tipped to triple his earnings from sponsorship and endorsements deals to £20m next year after winning the US Open, experts say.

Watch brand Rado is among several sponsors tipped to help triple Andy Murray’s sponsorship earnings following his US Open win.

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here