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SBD Global/June 18, 2014/Marketing and Sponsorship

Andy Murray Agrees To Three-Year Endorsement With Standard Life

Andy Murray has signed a three-year deal with Standard Life.
Andy Murray announced a three-year, multi-million dollar endorsement pact with financial services concern Standard Life. The deal, which includes placement of the Scottish-based company’s logo on Murray’s playing sleeve, replaces the one he had with RBS. That deal expired after the Australian Open. The new pact takes effect Monday, the first day of Wimbledon. The deal is the first negotiated by Lagardère Unlimited since it took over Murray’s off-court business in November from Simon Fuller. The deal was negotiated by Lagardère Senior VP/Commercial Partnerships Gawain Davies and Lagardère Tennis agent Stuart Duguid. They worked in conjunction with 77 Group, Murray’s personal agency.

LONG TIME COMING: MONEY MARKETING's Tom Selby reported Standard Life "declined to disclose the terms of this deal." Standard Life Group Dir of Communications & Brand Graeme McEwan said, “Andy’s playing schedule takes him to all of our key markets which will help build a significantly greater understanding and awareness of our group of companies around the globe” (MONEY MARKETING, 6/17). In London, Chris Jones reported the deal "ends a lengthy search to fill the one remaining sponsors slot on his tennis kit." It "maintains Murray’s position as one of the most bankable sports stars in Britain and is added to the lucrative deals he has with adidas, head and the Swiss watch brand, Rado." Space on Murray's tennis shirt "has been vacant for more than two years" despite his 2012 Olympic singles Gold and the Wimbledon and 2012 US Open titles (EVENING STANDARD, 6/17). RBS "was reported to have paid" around £2M ($3.3M) a year in its sponsorship deal with Murray (Scotland DAILY RECORD, 6/17)
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