SBD/July 9, 2013/Marketing and Sponsorship

Experts Do Not Expect Murray To Capitalize On Maximum Marketing Potential

Murray has sponsorship deals with adidas, Head, RBS and Rado
Wimbledon champion Andy Murray is represented by Simon Fuller's XIX Entertainment, which “has also been responsible for a number” of David Beckham's key sponsorship deals, but experts believe that Murray is "unlikely to be as active as Beckham in terms of branding and sponsorship,” according to John Reynolds of the GUARDIAN. Experts "do not expect him to capitalise on his maximum sponsorship potential and instead to be cautious about choosing his commercial partners.” brandRapport Managing Dir Andy Kenny said, “My instinct is that he will have a few sponsorships, but will do more with them." Kenny believes Murray “could use his Wimbledon victory as a springboard to build long-term tennis legacy programmes in communities as opposed to ... trotting around the world fronting major advertising campaigns.” Murray has current sponsorship deals with adidas, racket supplier Head, RBS and Swiss watch brand Rado. Reynolds notes one opportunity for “potential sponsors is the available space on Murray's tennis shirt which has been vacant for 18 months” (GUARDIAN, 7/9).

MURRAY IN DEMAND: The GUARDIAN’s Esther Addley notes from the “moment he stepped off the court" at Wimbledon with the winner's trophy, every moment of Murray's time "has been accounted for, a bewildering round of tournament and sponsor commitments, press interviews and meetings.” After a "round of interviews with national and international media” yesterday morning, Murray attended an event for adidas where he "hit a few gentle balls at 100 members of the public” (GUARDIAN, 7/9).
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