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SBD Global/July 10, 2012/Marketing and Sponsorship

Murray's Marketing Muscle Could Still Get A Boost From Wimbledon Loss

Andy Murray's ride to the Wimbledon final has increased his sponsorship appeal.
Andy Murray becoming the first Brit in 74 years to appear in the Wimbledon final lifts him "into a different league” for sponsors, and while he lost to Roger Federer, it “will not deter companies swamping him with sponsorship deals,” according to James Melik of BBC NEWS. BrandRapport Sports Marketing Dir Nigel Currie said, "Reaching the final is quite an achievement and will only help to shape and enhance his brand." He added, "His appearance in the final has lifted Andy's profile and takes him into a space where global brands will start using him to promote their products. For a brand to be associated with him at a time when he might actually make a conversion and win one of the major tournaments is pretty exciting." Melik noted it is “widely assumed that a successful sportsman or sportswoman can double their on-court winnings with the amount they earn with sponsorships, but that varies greatly depending on the individual.” Former Wimbledon champion Boris Becker said, "Some players are very successful on the court and very unsuccessful off the court, including endorsements" (BBC.co.uk, 7/8).

WARDROBE MALFUNCTIONS: Murray slipped several times during Sunday's match against Federer, and ESPN’s Patrick McEnroe noted during the changeover between the third and fourth sets, Murray was "delivered another pair” of adidas shoes. However, Murray “threw them down right next to his bag.” ESPN’s John McEnroe said that was a “good move” by Murray’s coach, Ivan Lendl, who did not want Murray "to come up with any excuses because he’s like, ‘See, if I had sneakers that I could run in,’ then he doesn’t even change them. He keeps the same ones on.” ESPN's Chris Fowler noted Murray also “had problems with the shorts, the tennis ball coming out of it three times. It cost him two points in a match earlier at Wimbledon.” John McEnroe added, “Rough tournament for adidas” (“Wimbledon,” ESPN, 7/8).

INDECENT EXPOSURE: MARKETING MAGAZINE's John Reynolds wrote Serena Williams broke "sponsorship rules at Saturday's women's singles finals by taking her Gatorade bottle into the post-match press conference." All England Club rules state that players "are not allowed to show non-sponsor drinks brands during the Wimbledon fortnight within the grounds." Evian is the "official bottled water of Wimbledon while Robinson's is the official soft drink." Williams was reprimanded by the AEC for the breach, and Wimbledon "managed to edit TV pictures so that the Gatorade logo was not on show" (MARKETINGMAGAZINE.co.uk, 7/9).
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