Top 10 Guide: Marketing your Start-Up and SME
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Finally, after years of blood, sweat and many, many tears, Murray’s dream came true.
The final drew the highest TV audience of the year so far (17.3 million viewers, stats fans) and the media went crazy. ‘Now it’ll be arise Sir Andy!’ the Daily Mail exclaimed. ‘And of hope and glory’ The Sun shouted (see what they did there?) and ‘After 77 years, the wait is over’ The Telegraph bellowed. (Apparently everybody seems to have conveniently forgotten Virginia Wade’s win, but that’s a whole other story…)
Yes, on 7th July 2013, Murray Mania finally reached its peak. In a 12-hour period, the final was mentioned over 3.4 million times on Twitter, with Murray accumulating 40,000 tweets per minute at one point. Murray’s first tweet after the match, ‘Can’t believe what’s just happened!!!!!!!’ received 92,718 retweets and 72,277 favourites, and throughout the tournament his total followers increased by 20%. The #AllinforMurray hashtag created by Adidas was mentioned 35,400 times during Wimbledon and as Andy emerged victorious, other sponsors clamoured to show their support, with Royal Bank of Scotland declaring how proud they were of their #DecadeWithAndy and Head and Fred Perry rushing to tweet their congratulations too.
So now as the Wimbledon comedown begins – whatever will we watch on TV? – the question is, what’s next for Britain’s favourite champion? (Apart from a knighthood, if David Cameron gets his way). Well, not only has his career reached new heights over the last 48 hours, but Andy’s brand power has soared too. His existing sponsorship deals with RBS, Head and Adidas have previously made him around £8m a year, and reports suggest this is set to at least double. Not only that, but tennis is a sport that is loved worldwide, making Andy Murray incredibly attractive to sponsors looking for a global reach. As Andy’s star continues to rise, it’s likely he will be approached by fashion brands, technology companies, drink companies – in fact, anyone who is looking for a sports hero as their brand ambassador.
However, they might be hard pushed to win over the famously advertising-free Scotsman who wants to be remembered for his sporting achievements rather than his advertising campaigns. In fact, for the past 18 months his right shirtsleeve has been free of advertising. With Murray, you get what you see. He isn’t prepared to schmooze with sponsors or indeed get involved with any campaigns that will take his focus away from tennis. That probably means that there isn’t much chance of any viral YouTube videos of him chasing a car in his pants a la Beckham, then (sorry ladies). Nope, with Andy everything has to fit into his schedule or he won’t do it – which makes the power of social media even more relevant when it comes to Murray’s financial future.
At just 26 years old, Murray is in the peak of his fitness and is likely to have many more years of grand slams – and grand deals – ahead of him, especially as Federer gets older and Nadal gets increasingly injured (sob). And as such a sound investment for the future, this means brands will be vying for his attention even more. Not only that, but thanks to the recent documentary which has had even the harshest of Murray critics moved to tears, he has become much more approachable and personable, finally shaking off the ‘Grumpy Scot’ tag he was previously labeled with for good.
So, winning Wimbledon this year could mean Murray isn’t only one of the best British tennis players in history – but he could also be one of the highest earners, too. As long as no one tries to change him too much, that is.