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SBD/July 10, 2012/Marketing and Sponsorship
Management Companies Set Sights On Andy Murray With XIX Contract Expiring
Published July 10, 2012
SILVER LINING FOR SPONSORS: MARKETING magazine’s Noelle McElhatton writes the fact Murray did not win the Wimbledon final “should not cause Adidas’ marketers any sleepless nights -- this is one cloud that has a silver lining.” Murray following the match “stunned the Centre Court crowd when he cried bitter tears of disappointment" after losing to Roger Federer.” With that “outpouring of passion, Murray delivered a more valuable form of gold to his sponsor: authenticity” (MARKETINGMAGAZINE.co.uk, 7/10).