Pound contract as star’s injury nightmare hits him in the pocket
needs good advice from representatives, a clear notion of where his brand is going, some sharp strategic thinking and an injury-free run in top tournaments.”
The professor added that younger players are catching the eye of sponsors in Murray’s absence.
He said: “While he has been away, the world changes. New players come along and he has become older.
“His age counts against him – at 31 years old, he will no longer necessarily appeal to Gen Z- ers, who are going to be much more interested in the new generations of sports stars now coming through.”
Brand psychologist Jonathan Gabay said: “From a branding point of view, the sponsors he has already secured will get nervous as the US Open is the only major Grand Slam left this year.
“Sponsors want their name associated with one kind of person and that person is a winner.”
Defending Wimbledon champ Roger Federer last week switched from Nike to Uniqlo apparel after signing a 10-year deal worth a reported £23million a year.
Experts said it is a sign that the 36-yearold Swiss star veteran’s brand is maturing and Murray may need to follow suit, with a development of the brand that also includes wife Kim, his mum Judy and his brother, fellow tennis star Jamie.
Mur ray, who par ted ways with watchmakers Rado a number of years ago, is worth an estimated £ 83million. His on-court earnings fell from £12million to £1.5million in 2017 after he was knocked out of last year’s Wimbledon in the quarter-finals and played no more tennis.
Nigel Currie, founder of sports consultancy NC Partnership, revealed players often have clauses within contracts that trigger bonuses but players can still make vast sums without them.
He said: “The more success they have, the more reward they will have. Being out of the game for a year impacts on him but Murray is unique because we’ve been devoid of tennis stars in the UK.
“His legacy is assured and as such major brands will want to associate with him.”
Away from the court, Murray has an extensive business portfolio and began planning for his retirement a number of years ago.
The most recent Companies House files also show his 77 Management business, which includes Croml ix Hotel in Perthshire, is worth £22million.
Murray helps start-up companies and invests through crowdfunders Seedrs.
Claire Shiels, whose PR agency Claire Shiels Media specialises in sport, said: “Based on the value of Federer’s deal with Uniqlo, Andy could be set to lose millions.
“Fortunately, he is also a savvy businessman with an enviable portfolio which is said to include investment in at least 30 early stage firms through Seedrs.”
Murray has spoken of his interest in the business side of tennis and sport.
He said: “The plan is to build a group of companies within sport that I can take an interest in once I’ve finished playing tennis, which won’t be for a while.
“I’m also keen to pass on what I have learned to sports stars of the future.”
ASI are continuing to sponsor Scottish wheelchair tennis star Gordon Reid as he tries to win Wimbledon again.