SBD/Issue 38/Sponsorships, Advertising & Marketing

Andy Murray Drops Fred Perry, Signs Five-Year Deal With adidas

Murray Has Signed Five-Year,
$16.5M Deal With Adidas
Tennis player Andy Murray has signed a deal with adidas that will see him debut the company's apparel and footwear in January (adidas). In London, Neil Harman reports the five-year deal is worth US$16.5M and includes Murray "wearing a new tennis shoe called The Barricade." Murray will "launch his new attire, called the 'Competition and Barricade colourways,' when he plays" in the Hopman Cup event in Australia. The adidas deal "represents a coup for 19 Entertainment since it persuaded [Murray] to join its sporting portfolio at the start of the year," and the deal cements Murray "among the most visible and marketable young sports personalities." Murray joins adidas endorsers including Novak Djokovic, Jo-Wilfried Tsonga and Justine Henin, and he said he is "excited to be joining a massive global sports brand with a credible heritage in tennis." Harman notes adidas "has further strengthened its position" in tennis by signing the No. 4-ranked Murray to join the No. 3-ranked Djokovic. Nike sponsors Roger Federer and Rafael Nadal, the top two players in the world who have "two biggest clothing deals of men's tennis" (LONDON TIMES, 11/4). In London, Mike Dickson reports the "final bonus-related sums" of the new adidas deal will be determined by Murray's on-court results, and the "hope will be that Murray can start redressing the balance between" Nike and adidas. Murray decided against "renewing the less-lucrative Fred Perry agreement," and he will wear Fred Perry for the final time at the November 22-29 ATP World Tour Finals in London (London DAILY MAIL, 11/4). Murray is joining adidas "after six years wearing Fred Perry gear" (Scottish DAILY RECORD, 11/4).

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