Andy Murray's loss to Roger Federer in the 2012 Wimbledon final broke the hearts of Brits. Many wondered whether the Scot had squandered his opportunity to etch his name into the record books.
However, as so often happens in sports, when Federer and Nadal both exited the Championships early, the door to redemption opened for Murray. This time, however, the Scot capitalized on his chances and defeated Novak Djokovic in straight sets, thrilling millions of his compatriots. In doing so, Murray is expected to cash in big time via endorsement deals.
Murray's victory at Wimbledon will no doubt elevate his stardom to new heights. While he won the 2012 US Open in the media capital of the world, it simply does not compare to the significance of a Brit winning the Wimbledon title. Some have compared the feat to Andy Roddick's 2003 US Open victory, which skyrocketed his popularity throughout the United States.
Though Roddick's feat was huge for tennis in this country, it does not approach the significance of what Andy Murray just accomplished. Brits have been longing for a Wimbledon title for 77 years, the last 20 of which were spent watching its stars such as Tim Henman and Greg Rusedski struggle under the pressure of the native fans.
Other journalists have compared Murray's triumph to that of Adam Scott months earlier at Augusta. Though Scott did not have to overcome the pressure of winning in front of a home nation starving for victory, he did make history, becoming the first Australian to ever win the Masters. For a nation rich in golf history, Scott's Green Jacket elevated his celebrity status Down Under to new heights altogether. As was certainly the case with Murray's Wimbledon win, Scott's victory triggered a number of incentive clauses in his endorsement contracts, in turn making him an even richer man.
Though Scott's win was historic, it still likely does not compare to the value of Murray's title. Sure, it can be argued that the Masters now generates more interest globally than does Wimbledon. As a result, Adam Scott --- arguably already a bigger name internationally than Murray --- benefitted in a big way. However, Murray's victory on home soil is expected to make him the country's second-richest athlete --- next to the incomparable David Beckham.
Some estimates put Murray's endorsement potential as high as $60 million per year. Though that figure appears aggressive, especially considering Tiger Woods' $65 million in endorsements in 2012, the impact on his commercial profile is undeniable. For one, his renewal discussions with Adidas have already commenced. According to some sources, Adidas now has Murray pegged to become one of their global ambassadors, besides the aforementioned Beckham, FC Barcelona's Lionel Messi, and Chicago Bulls' Derrick Rose. If true, that will be the first indication of Murray's new status as an international celebrity.
While other analysts suggest that Murray's endorsement value may rise to a mere $30 million, there is little question of his value to advertisers in the UK. Murray's international endorsements will be tied closely to his continued success. However, even if the Scot, now ranked #2 in the world, does not soon win another Grand Slam, he will always be a star in Britain. As a result, one can expect Murray to capitalize on his triumph via a number of lucrative marketing opportunities throughout the United Kingdom.
Murray will surely reap the benefits of the current media storm, be it through new sponsorship deals, or as many experts predict, by reupping with the brands that have been loyal to him from the beginning. With a career-high ATP ranking and a burgeoning rivalry with World Number One Novak Djovokic, Andy Murray is in a great position to cash in off the court.
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