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SBD Global/August 25, 2014/Marketing and Sponsorship

Sportswear Brands Nike, Adidas In Battle To Sign Andy Murray To Kit Deal

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Andy Murray's current sponsorship deal with adidas ends in November.
Andy Murray "is about to sign the biggest kit deal in Scottish sports history," according to Colan Lamont of the Scotland DAILY RECORD. Industry experts believe that Murray's new contract "will dwarf his five-year agreement" with adidas, which runs out in November. Murray "is said to be keeping his options open with industry giants, including Nike, believed to be among those battling for his signature" on a deal that could be worth up to £50M ($83M). Murray’s spokesperson "declined to comment," but a source admitted, “We are talking to adidas along with several other manufacturers and hope to announce something in the coming months.” The Adidas deal -- worth £4.5M a year -- was signed in '09. Marketing expert Rod Kohler, of Revolution Sports, said, "Endorsement deals with athletes can be a bit of a minefield. But Andy is important to adidas. ... Tennis isn’t a big business like football but I don’t see him going anywhere." Sports marketing guru Jonathan Wilson added, "Andy's value has sky-rocketed since Wimbledon and he should maximize that. This will likely be the last big deal he signs" (DAILY RECORD, 8/24).
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