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Brand Andy Murray: Wimbledon champion can cash in – on his terms Brand Andy Murray: Wimbledon champion can cash in – on his terms
(2 months later)
Given the nature of modern sport, there was something remarkable about Andy Murray's Wimbledon victory – beyond his defeat of the world No 1, Novak Djokovic, and overcoming 77 years of crushing expectation. The Scot, now the most feted sportsman in Britain, won the tournament without a full complement of sponsors' logos on his shirt.Given the nature of modern sport, there was something remarkable about Andy Murray's Wimbledon victory – beyond his defeat of the world No 1, Novak Djokovic, and overcoming 77 years of crushing expectation. The Scot, now the most feted sportsman in Britain, won the tournament without a full complement of sponsors' logos on his shirt.
Nor, according to his advisers, should you expect to turn on the television any time soon to see him mugging his way through a financial services or broadband advert. Many of the brands who will now beat a path to his door will be given short shrift.Nor, according to his advisers, should you expect to turn on the television any time soon to see him mugging his way through a financial services or broadband advert. Many of the brands who will now beat a path to his door will be given short shrift.
For the past 18 months his potentially lucrative right shirt sleeve has been free of advertising, apart from a patch worn during Wimbledon fortnight promoting awareness of the Royal Marsden hospital – to which he donated his £75,000 winnings from the warm-up tournament at Queen's in light of the treatment his close friend Ross Hutchins received there as he battled cancer.For the past 18 months his potentially lucrative right shirt sleeve has been free of advertising, apart from a patch worn during Wimbledon fortnight promoting awareness of the Royal Marsden hospital – to which he donated his £75,000 winnings from the warm-up tournament at Queen's in light of the treatment his close friend Ross Hutchins received there as he battled cancer.
In short, Murray wants to be remembered for his sporting achievements rather than his advertising campaigns. Despite sharing some similar character traits, the last thing he wants is to be branded like David Beckham. Which is not to say that he is not alive to his value.In short, Murray wants to be remembered for his sporting achievements rather than his advertising campaigns. Despite sharing some similar character traits, the last thing he wants is to be branded like David Beckham. Which is not to say that he is not alive to his value.
As part of an endless round of bleary-eyed interviews with the world's media on Monday morning, Murray was asked by Bloomberg (who else) whether he was aware of how much he could earn.As part of an endless round of bleary-eyed interviews with the world's media on Monday morning, Murray was asked by Bloomberg (who else) whether he was aware of how much he could earn.
"It's a tough question to answer. When I was on the court I was unbelievably nervous. The reason for that is because you're trying to win Wimbledon and you want to be part of a historic occasion. As sportsmen we get paid probably too much, definitely too much. But we have a short career and you try to maximise it as best you can," he said."It's a tough question to answer. When I was on the court I was unbelievably nervous. The reason for that is because you're trying to win Wimbledon and you want to be part of a historic occasion. As sportsmen we get paid probably too much, definitely too much. But we have a short career and you try to maximise it as best you can," he said.
Despite his head being "all over the place" after converting his fourth championship point, he still had the presence of mind to locate his Rado watch in his kitbag before lifting the famous trophy above his head. Needless to say, he has an endorsement deal with the Swiss luxury watch manufacturer.Despite his head being "all over the place" after converting his fourth championship point, he still had the presence of mind to locate his Rado watch in his kitbag before lifting the famous trophy above his head. Needless to say, he has an endorsement deal with the Swiss luxury watch manufacturer.
Adidas has played to Murray's strengths, capitalising on his ease with social media to launch Twitter campaigns and linking its promotional activity to grassroots tennis – the new champion knocked up with 100 Twitter users on public courts on Monday as part of a stunt by the sportswear giant.Adidas has played to Murray's strengths, capitalising on his ease with social media to launch Twitter campaigns and linking its promotional activity to grassroots tennis – the new champion knocked up with 100 Twitter users on public courts on Monday as part of a stunt by the sportswear giant.
But, as with his tennis, the sometimes bloody minded Murray will deal with the commercial side of his career only on his own terms.But, as with his tennis, the sometimes bloody minded Murray will deal with the commercial side of his career only on his own terms.
"He's beaten the system. He's done it in his own way. He's so pure in that respect. He's a purist in the way he plays and in his knowledge of tennis. He is so unbelievably in love with tennis. He is tough to market around as a result," said Steve Martin, chief executive of M&C Saatchi Sport & Entertainment."He's beaten the system. He's done it in his own way. He's so pure in that respect. He's a purist in the way he plays and in his knowledge of tennis. He is so unbelievably in love with tennis. He is tough to market around as a result," said Steve Martin, chief executive of M&C Saatchi Sport & Entertainment.
"But the way he goes about it and the way he holds himself on and off the court, you can't manufacture anything. People see through that, it's very short-term. Brands see through it. The big trick going forward is not changing him. He might not smile very much, but the day you try to make him do that is the moment you change him.""But the way he goes about it and the way he holds himself on and off the court, you can't manufacture anything. People see through that, it's very short-term. Brands see through it. The big trick going forward is not changing him. He might not smile very much, but the day you try to make him do that is the moment you change him."
In 2009 Murray signed up with Simon Fuller's XIX Entertainment, the company that fuelled the growth of Brand Beckham and propelled the Spice Girls to huge riches not once but twice. The decision to jettison his longstanding agent Patricio Apey was in line with the approach that Murray and his mother, Judy, have taken to his tennis career as he moved from one coach to the next in a search for restless improvement.In 2009 Murray signed up with Simon Fuller's XIX Entertainment, the company that fuelled the growth of Brand Beckham and propelled the Spice Girls to huge riches not once but twice. The decision to jettison his longstanding agent Patricio Apey was in line with the approach that Murray and his mother, Judy, have taken to his tennis career as he moved from one coach to the next in a search for restless improvement.
As was the case with Beckham, XIX's goal was to streamline the number of deals Murray had in place and work with a handful of global brands. In came Adidas and out went Fred Perry – the clothing brand that bears the name of the last British man to win Wimbledon – and Highland Spring. Only RBS, which also has a tie-up with Judy Murray on her Set For Sport campaign, remains from the original roster.As was the case with Beckham, XIX's goal was to streamline the number of deals Murray had in place and work with a handful of global brands. In came Adidas and out went Fred Perry – the clothing brand that bears the name of the last British man to win Wimbledon – and Highland Spring. Only RBS, which also has a tie-up with Judy Murray on her Set For Sport campaign, remains from the original roster.
Murray has at times driven his agents to distraction through his obsessive focus on the task at hand, refusing to sign up to anything that he is not comfortable with or that might compromise his training or disrupt his routine. He has turned down a string of lucrative deals either because they make him feel uncomfortable or because they do not fit in with his schedule.Murray has at times driven his agents to distraction through his obsessive focus on the task at hand, refusing to sign up to anything that he is not comfortable with or that might compromise his training or disrupt his routine. He has turned down a string of lucrative deals either because they make him feel uncomfortable or because they do not fit in with his schedule.
Efforts to allow the public a glimpse of the likeable man behind the fierce competitor, as with the recent BBC fly-on-the-wall documentary that was shown again on Monday night in the wake of his victory, have taken months of patient negotiation.Efforts to allow the public a glimpse of the likeable man behind the fierce competitor, as with the recent BBC fly-on-the-wall documentary that was shown again on Monday night in the wake of his victory, have taken months of patient negotiation.
So it took a friend of Murray's, Mahesh Bhupathi, an Indian 12-time grand slam doubles champion who has combined his tennis career with building a multimedia empire under the Globosport banner, to persuade the Scot to enter into a joint venture to market the sport in emerging markets.So it took a friend of Murray's, Mahesh Bhupathi, an Indian 12-time grand slam doubles champion who has combined his tennis career with building a multimedia empire under the Globosport banner, to persuade the Scot to enter into a joint venture to market the sport in emerging markets.
Bhupathi hopes his relationship with the player will help boost plans for an ambitious tennis version of cricket's Indian Premier League. The International Premier Tennis League, due to launch at the end of 2014, will feature teams of between six and 10 players taking part in quickfire single-set matches, playing for six as yet unidentified franchises throughout Asia.Bhupathi hopes his relationship with the player will help boost plans for an ambitious tennis version of cricket's Indian Premier League. The International Premier Tennis League, due to launch at the end of 2014, will feature teams of between six and 10 players taking part in quickfire single-set matches, playing for six as yet unidentified franchises throughout Asia.
Djokovic has called the idea "potentially revolutionary" but Murray is likely to commit only to dipping his toe in the water, playing in a single location to begin with.Djokovic has called the idea "potentially revolutionary" but Murray is likely to commit only to dipping his toe in the water, playing in a single location to begin with.
As was the case when Murray won the US Open last year, his first grand slam triumph, marketing experts have scrambled to calculate how much his Wimbledon victory might be worth in sponsorship terms, with sums of up to $50m a year mentioned by some.As was the case when Murray won the US Open last year, his first grand slam triumph, marketing experts have scrambled to calculate how much his Wimbledon victory might be worth in sponsorship terms, with sums of up to $50m a year mentioned by some.
Tennis, like golf, is one of only a handful of truly global sports where individuals can earn a fortune through endorsement deals. The emerging markets in Asia and the Middle East have vastly boosted the earning power of a handful of sporting superstars.Tennis, like golf, is one of only a handful of truly global sports where individuals can earn a fortune through endorsement deals. The emerging markets in Asia and the Middle East have vastly boosted the earning power of a handful of sporting superstars.
Murray is not there yet, according to Martin: "He's 100 miles behind the commercial appeal of the Federers and Nadals, partly because of how much they've won and their global appeal. He just wants to play tennis."Murray is not there yet, according to Martin: "He's 100 miles behind the commercial appeal of the Federers and Nadals, partly because of how much they've won and their global appeal. He just wants to play tennis."
Roger Federer, despite being in the twilight of a stellar career, earned $65m from sponsors alone last year, according to the latest Forbes rich list. His total earnings of $71.5m put him second only to Tiger Woods, who made $78.1m despite his well-publicised off-the-course indiscretions. Beckham was the highest-placed British presence on the list with $47.2m, and Murray did not feature in the top 100.Roger Federer, despite being in the twilight of a stellar career, earned $65m from sponsors alone last year, according to the latest Forbes rich list. His total earnings of $71.5m put him second only to Tiger Woods, who made $78.1m despite his well-publicised off-the-course indiscretions. Beckham was the highest-placed British presence on the list with $47.2m, and Murray did not feature in the top 100.
Not that he is badly off. Murray's career earnings stand at £32m, according to the most recent Sunday Times rich list, he has just made another £1.6m for winning Wimbledon and has pocketed £6.4m in sponsorship, merchandising and appearance fees over the past 12 months alone.Not that he is badly off. Murray's career earnings stand at £32m, according to the most recent Sunday Times rich list, he has just made another £1.6m for winning Wimbledon and has pocketed £6.4m in sponsorship, merchandising and appearance fees over the past 12 months alone.
That will now increase exponentially, especially if Djokovic and Murray can go on to establish a rivalry to match that of Federer and Rafael Nadal, and the Scot can win further grand slam tournaments.That will now increase exponentially, especially if Djokovic and Murray can go on to establish a rivalry to match that of Federer and Rafael Nadal, and the Scot can win further grand slam tournaments.
But Murray will always put his tennis first. And, paradoxically, some see his determination to focus on his sport and largely eschew the trappings of sporting celebrity as commercially beneficial in the long-term. Perhaps he is not so different from Beckham after all.But Murray will always put his tennis first. And, paradoxically, some see his determination to focus on his sport and largely eschew the trappings of sporting celebrity as commercially beneficial in the long-term. Perhaps he is not so different from Beckham after all.
"My personal view is that he is carving out a completely separate niche for himself," said one of his sponsors. "He is unique and he has done it on his own terms. The turnaround is extraordinary. The only comparable swing in public opinion I can think of is Beckham himself.""My personal view is that he is carving out a completely separate niche for himself," said one of his sponsors. "He is unique and he has done it on his own terms. The turnaround is extraordinary. The only comparable swing in public opinion I can think of is Beckham himself."
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