Murray's 19 Entertainment Signing Could Prolong Fred Perry Deal
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Murray's Move To 19 Entertainment
Signals Intent To Compete On Int'l Stage |
ATP World Tour player Andy Murray's decision to sign a representation deal with 19 Entertainment "has handed his clothing sponsor, Fred Perry, a reprieve," as 19 is "expected to take a measured approach to his sponsorships once the relationship begins in March," according to Matt Scott of the Manchester GUARDIAN. Fred Perry is set to keep Murray for "at least another 12 months," as 19 will not make "any rash decisions about seeking new clothing deals" given the current economic climate. The plan contrasts that of Murray's existing agency Ace Management, as sources said that Ace "had been fixing up a deal for Murray with K-Swiss that was rumoured to be worth" $3M. K-Swiss, whose biggest endorser is former WTAer Anna Kournikova, reportedly had "hoped to announce the contract in Dubai this week" (Manchester GUARDIAN, 1/7). In Manchester, Gibson & Jago wrote Murray's decision to sign with 19 "marks a new determination to compete on a international stage," and industry sources indicated that this "could mean trading in domestic sponsors such as Highland Spring and Fred Perry for global brands." It also could be a "concerted campaign to elevate Murray's stature not only in Europe and the US but in the sport's frontier lands of Doha, Beijing and Dubai." Sources said that 19 Entertainment CEO Simon Fuller "has a policy of only signing one key name in each sport and will only take on those he believes have the potential to become global stars." Gibson & Jago noted while "no one in the sports marketing industry expects Murray to be given a slick overnight makeover ... they detect signs that the once truculent teenager is maturing into a potentially marketable star" (Manchester GUARDIAN, 1/6).
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