A brand is rocketed into hyper drive Sunday as Andy Murray became the wildly favorite British son. By defeating Novak Djokovic in the Wimbledon final, he becomes the first British male in 77 years to win the tournament. It marks another breakthrough for Murray after winning the US Open and Olympic Gold last year. Sponsorship experts say the strategy could provide a more complete package for brands to buy into off the back of the Wimbledon win. Steve Martin, chief executive at M&C Saatchi Sport and Entertainment, says: “The market has been holding back when it comes to Murray because of the lack of emotion people associate with him. Murray has much higher awareness levels in the UK than globally according to the latest data from sports market research body Repucom’s Celebrity DBI Index. James Tollington, sponsorship manager at Fuse Sport and Entertainment, says Murray’s Wimbledon win means his global profile will “rise to even higher levels”. The athlete’s total career earnings, which are worth £24m according to the Sunday Times Rich List, could surpass the £100m mark as more brands look to tap into his sporting achievements. Tollington adds: “Brands are looking to the next two to three years. Federer is nearly 32, there are still questions over Nadal’s fitness and this makes it likely that over the next few years, Murray could potentially ensure that the Adidas brand is prominent right through to the finals of all the major tournaments.” Murray originally signed in 2009 with Adidas. Murray also has current sponsorship deals racket supplier Head, Royal Bank of Scotland and the Swiss watch brand, Rado. One opportunity for potential sponsors is the available space on Murray’s tennis shirt, which has been vacant for 18 months despite the British player’s success in winning Olympic Gold and the US open title in 2012.
Separately, sponsors have launched campaigns to congratulate Murray on his historic win. Adidas capped off its tournament-long “Hit the Winner” Twitter push with a series of Vine videos and user-generated content to tap into the buzz around the victory. The campaign, created in partnership with Iris Worldwide, asked fans to predict where on the court Murray would hit a winner during each match for a chance to win various prizes. Rado and RBS also ran ads to say they were “proud” to have supported the Scot. Do you think brand Murray is here to stay? Let us know and as always stay #TopRight.