Andy Murray "likes to do things his own way, and it's costing him millions," according to Danielle Rossingh of BLOOMBERG. Murray "was expected to make as much as" $75M in endorsements after becoming the first British man to win Wimbledon since Fred Perry in '36. But two years later, Murray "still trails his rivals at the bank as the seventh-highest paid tennis player." Matt Gentry, managing director of Murray’s management company 77, said that Murray has "turned down multimillions in potential endorsements" since ’13. Gentry: "If it affects his training schedule, or he doesn't believe in the product, he won't do it, regardless of the money. He's quite principled. He doesn't need the money." Murray currently has deals with Under Armour, Standard Life insurance and Head rackets. Murray said before Wimbledon, "It's best for the player and for the sponsor if you perform your best in the major competitions. I have tried the last few years to limit the amount of time I spend doing those things the week before a slam. I feel like it's helped my performances." The relationship between athletes and brands "goes both ways," according to London-based sponsorship agency Synergy Chief Strategy Officer Carsten Thode. Thode said, "Brands aren’t interested in him because he’s not interested in them. You have to give yourself over to a lot of these brands. Do you feel comfortable talking about a brand, when you actually don't care? It takes a special person to do that." Gentry said that Murray may "look to add one or two brands, possibly in the automobile sector or formal wear." Any new deals will be "focused on image rights and content so it won’t take up too much of Murray’s time" (BLOOMBERG, 7/5).
