Andy Murray Could Become Marketing Star With Wimbledon Win
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Wimbledon Title Could Lead To Millions
In New Endorsements For Murray |
Tennis player Andy Murray "could secure a lucrative sponsorship deal worth at least" $163.8M (all figures U.S.) and would be the "subject of a bidding war between brands" if he were to win Wimbledon, which concludes Sunday, according to marketing analysts cited by Brown & Dalton of THE SCOTSMAN. Brand Forensics Founder Jonathan Gabay said of Murray, "At the moment they say he's got about [$8.2M] in advertising sponsorship. Potentially, if he actually won, we're talking [$163.8M]-plus, because it's just going to go on and on from there. He would become a new David Beckham of the tennis world, then he goes totally international." Gabay added Murray "becomes a worldwide phenomenon" if he wins Wimbledon. Gabay: "It would be particularly powerful because given that nobody (British) has won it in decades, he would be a one-off." Murray plays Andy Roddick in the semifinals Friday (THE SCOTSMAN, 7/2). CNBC.com's Darren Rovell reported the companies that endorse Murray "could have a lot to gain" should Murray win the event. The biggest potential "lies with the Fred Perry brand, which can be found on Murray's shirt and wristband." Also, a Murray win "could only strengthen the brand" of Highland Spring bottled water, which has a logo on Murray's sleeve. Meanwhile, Rovell noted Murray sponsor RBS got "lambasted in the press ... for spending $500,000 on luxury accommodations" at Wimbledon, so it "should be interesting, should Murray win, how much advertising RBS participates in given the environment" (CNBC.com, 7/1).
UNPRECEDENTED INTEREST: The WALL STREET JOURNAL's Matthew Futterman notes Murray's performance at the tournament has "produced a sort of 'Murray mania' in England." Murray's fourth-round match Monday, "played in the evening under the roof, produced record television ratings." Meanwhile, actress Kate Winslet "sat courtside not far from the Prince of Wales" at his quarterfinal match Wednesday. The excitement over Murray also is "even beginning to erode some historical divisions in Great Britain," as Murray has "recently begun draping himself in a Union Jack rather than the flag of Scotland" (WALL STREET JOURNAL, 7/2). In London, Kevin Eason reports in a front-page piece that Murray's victory Wednesday turned Wimbledon "into the hottest ticket in world sport." Internet sites were "awash with offers to buy Centre Court tickets for the men's final on Sunday, with one seller putting four online" Wednesday night at a cost of $32,760 each. A pair of tickets for Murray's match on Centre Court Wednesday, which had a face value of $278.50, sold for $9,990. However, Eason notes with the "avalanche of demand has come the threat of fraud," and Wimbledon officials are "investigating bogus websites charging thousands of pounds for tickets that do not exist" (LONDON TIMES, 7/2). ESPN's Brad Gilbert asked "could you imagine the air out of the tires" if the Wimbledon men's final featured Tommy Haas vs. Andy Roddick instead of Murray playing Roger Federer. ESPN's Chris Fowler: "The tickets would be a lot cheaper" ("Wimbledon," ESPN2, 7/2).
DRAWING A CROWD: ESPN's Fowler prior to Murray's quarterfinal match against Juan Carlos Ferrero acknowledged fans waiting in line and said, "Patience and passion and dedication, and perhaps a loose screw, to join the queue for the few available precious Centre Court tickets. But then again folks, this is Andy-monium" ("Wimbledon," ESPN2, 7/1).
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