SBD/September 11, 2012/Marketing and Sponsorship

Andy Murray Could See Sponsorship Earnings Triple After Winning Elusive First Grand Slam

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Having won the U.S. Open and Olympic Gold, Andy Murray stands to gain off-the-court
Andy Murray could “triple his earnings from sponsorship and endorsements deals" to US$32M next year after winning the U.S. Open last night, according to sources cited by Sebastian Joseph of MARKETING WEEK. Murray is the first male British Grand Slam champion in 76 years, a victory which “caps off a successful season” that included reaching the Wimbledon final and winning the Olympic Gold Medal. Sources said that Murray “could be set for a boost from existing endorsements deals and new sponsorship contracts following his win.” An adidas spokesperson said that the brand has “nothing planned to mark Murray’s win at the moment.” However, the spokesperson said adidas would look at how to “best celebrate his achievements and our long running partnership” in the months to come (MARKETINGWEEK, co.uk, 9/11). Univ. of Northampton sports marketing professor Alan Seymour said, “A win at the U.S. Open coupled with his Olympic victory, will bring him untold riches.” Seymour estimated Murray’s earnings might increase “five- to 10-fold.” BLOOMBERG NEWS’ Mason Levinson cites Forbes’ estimate last month of Murray’s “on- and off-court annual earnings” at $12M, which ranks him No. 8 "among the best-paid tennis players.” Ft. Lauderdale-based advertising firm Z Sports & Entertainment Managing Dir Scott Becher said that Murray’s victory will “pay dividends in endorsement deals and sponsorships long after he retires.” However, Marketing Evaluations Exec VP Henry Schafer, whose company produces Q Scores, said that Murray’s “limited awareness among American consumers could hinder his endorsement potential.” Levinson notes Q Scores’ most recent study, released earlier this month, showed that Murray was “recognized by 15 percent of the U.S. population, compared with 40 percent” for fellow tennis player Roger Federer (BLOOMBERG NEWS, 9/11). Murray's sponsors include adidas, Jaguar, RBS, Rado and Head.

NOW IS THE TIME
: The London TELEGRAPH reports after winning last night, Murray “dropped to his knees, took off his wristbands and discovered one element of his timing was missing on the night.” Murray said, "I don't have my watch." Murray, who “recently signed a sponsorship deal with watchmakers Rado,” pointed to his wrist and looked to girlfriend Kim Sears for help. Murray was heard saying, “I don't have it, I don't have it. ... Have you got my watch? I don't have my watch.” Sears pointed to one of Murray’s bags where he retrieved his US$4,000 D-Star Automatic Chronograph watch "in plenty of time to show it off to the world” (TELEGRAPH.co.uk, 9/11). The SYDNEY MORNING HERALD notes Rado execs would “undoubtedly be rubbing their hands with glee as photos of Murray and his D-Star 200 getting up-close and personal with the trophy were beamed around the world” (SMH.com.au, 9/11).

MAKING THE ROUNDS: Murray this morning began the U.S. Open champion's media parade, appearing on both "CBS This Morning" and NBC's "Today." He said he "just felt very relieved" after winning last night, as it has been a "lot of years of hard work and a lot of tough losses to finally come through.” Murray said he has been asked so much about breaking Britain's Grand Slam drought that "each year that passed I was wondering if it was ever going to happen." CBS' Charlie Rose referenced tennis' Big Four of Murray, Federer, Novak Djokovic and Rafael Nadal by saying, “This is a really great time for tennis.” Murray said, "The last few years tennis has been in a really good place” (“CBS This Morning,” CBS, 9/11). Murray said of winning the Gold Medal on home soil this summer, "The whole country was pumped for sport and they got right behind everybody. I loved the Olympics. That really got me back on track” (“Today,” NBC, 9/11).
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