SBD/July 8, 2013/Marketing and Sponsorship

Wimbledon Victory Sure To Increase Marketing Windfall For Murray; Adidas Renewal Underway

Murray became the first British man to win Wimbledon in 77 years
Andy Murray yesterday won his first Wimbledon title and the victory could “open up” his “earning potential,” according to Danielle Rossingh of BLOOMBERG NEWS. Branding consultant Jonathan Gabay said that the victory, the first by a Brit in 77 years, could “triple Murray’s earnings" of around $12M (all figures U.S.) annually from endorsements and prize money. Gabay said, “A British man winning Wimbledon hasn’t happened for such a long time. The sky really is the limit for him.” brandRapport Sports Marketing Dir Nigel Currie said that Murray “may be able to pull in as much as” $74M a year (BLOOMBERG NEWS, 7/7). In London, Sam Marsden notes Murray’s win “will enable him to make" as much as $30M a year from sponsorship deals. The boost could put him “behind only David Beckham and Lennox Lewis as the top-earning British sports stars in history.” Murray already has sponsorship deals with adidas, racquet manufacturer Head, Royal Bank of Scotland and Swiss watchmaker Rado (London TELEGRAPH, 7/8). MARKETING magazine’s Simon Nias writes Murray's Wimbledon win is “hugely significant from a UK perspective.” However, M&C Saatchi Sport & Entertainment CEO Steve Martin “stressed that when it comes to endorsements, it is Murray's worldwide profile that matters.” Martin: “I don't think that the fact he has won Wimbledon will mean brands are suddenly beating a path to his door. You have to crack the American and Asian markets before you start getting those global deals that put you on a new level.” He added, "Yesterday's win will enhance his appeal massively and I certainly believe he will win more titles over the next four to five years, but he's still some way off [Roger] Federer and [Rafael] Nadal who transcend all boundaries and are really streets ahead in terms of their global appeal” (MARKETINGMAGAZINE.co.uk, 7/8).

ALREADY REAPING THE BENEFITS? In London, Simon Hart wrote there are “already signs of a step-change in earning potential.” A source said that negotiations “have begun" with adidas about renewing his five-year, $22.4M deal, which expires at the end of '14. His new contract is “likely to make him a global brand ambassador, joining an elite band" that includes Beckham, FC Barcelona F Lionel Messi and Bulls G Derrick Rose. Murray recently hired Globosport Founder Mahesh Bhupathi to work alongside XIX' Simon Fuller "in exploring commercial opportunities to capitalise on his on-court success.” A source said, “That’s Mahesh’s sole focus within the team so hopefully after Wimbledon, we’ll be able to start talking about new partners and new deals” (London TELEGRAPH, 7/7).

MEET THE PRESS: Murray is making the media rounds this morning, as he appeared on all three network morning shows and ESPN's live "SportsCenter." Murray wore adidas apparel for all three appearances, telling NBC's "Today" co-hosts that winning the championship was "amazing" and he "didn't want to let go" of the trophy. Murray: "It's been a lot of years since any Brits have won there, and I've been reminded of that most days of my life for the last five or six years. So to finally get to do it was great, and I just hope it's not that long again" ("Today," NBC, 7/8). ABC's Robin Roberts asked Murray, "How does it feel to be your country's hero?" Murray replied, "I don't really know, to be honest. I think that part of it hasn't quite sunk in. I realize I won Wimbledon yesterday but I think the magnitude of the win that hasn't really sunk in yet. ... I'm sure in the next couple of days when I get to see all of it and turn the TVs back on and watch the news I'll start to understand how big a deal it was" ("GMA," ABC, 7/8). More Murray: "There's just so much stress and nerves, so I'm glad it's over with" ("CBS This Morning," CBS, 7/8).
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