Murray’s Marketing Value

Written by: Bob Larson Tennis on 13th September 2013

Murray's Marketing Value

epa03852849 Andy Murray of Great Britain hits a return to Stanislas Wawrinka of Switzerland during their quarterfinals round match on the eleventh day of the 2013 US Open Tennis Championship at the USTA National Tennis Center in Flushing Meadows, New York, USA, 05 September 2013. The US Open runs through Monday 09 September, a 15-day schedule for the first time. EPA/ANDREW GOMBERT |

Andy Murray’s profile as measured by marketing gurus is on the up in the wake of his Wimbledon title.

And his progress at the US Open where the majority of consumer surveyed live can only help the salability of the somewhat publicity-shy Scot.

Murray carried the hopes of his nation with his summer Wimbledon victory, first for a British man since 1936. But his hopes of approaching world marketing icons Roger Federer or Rafael Nadal in popularity have never looked particularly bright due to his plain-vanilla personality and apparent lack of enthusiasm for marketing duties which come with the big bucks.

However, experts believe some perceptions are starting to change, Murray’s awareness among US consumers lifted three per cent, rising to 20 percent, according to the sampling organization Q Scores, The “Q factor” is accepted as a measure of how well a celebrity resonates in the American economy, still thought to be the holy grail of purchasing power despite lame growth figures and massive government debt.

Murray trails well behind pacesetter Federer (38 per cent) and Nadal (26 per cent). Even Serena Williams (67 per cent) and even ex-player Andre Agassi (known by 53 per cent of US consumers seven years after quitting the game).

Murray has never given his sponsorship obligations top priority, preferring the solitude of training. A new marketing team headed by former Indian player Mahesh Bhupathi has been put in place to try and score some deals for the new grand slam winner.

But they will be doing it without much help from the client: When I have time to do the off-court stuff, I’m more than happy to, but I’ve just spent a lot of time training and in the gym,” Murray said in the US Open run-up.

Topics: Andre Agassi, Andy Murray, Rafael Nadal, Roger Federer, Serena Williams, Sports, Tennis, US Open, Wimbledon