Kim Murray has boosted the earning power of her tennis star husband Andy by at least £30 million, marketing experts said today.
She adds the “human interest element”, which helps attracts lucrative sponsorship deals, to “Brand Murray” according to industry specialists.
The British No 1, who was playing Croatia’s Ivo Karlovic at Wimbledon today, has earned more than £100 million since 2007, two-thirds of which is down to endorsements.
But experts say without his wife — who does not directly endorse any brand — the former Wimbledon champion’s income from sponsorship deals would take a nosedive. The Murrays, who married in April, have been branded the “new Beckhams” in terms of market appeal.
Nigel Currie, a sponsorship and marketing consultant, said: “Kim adds at least 30 per cent to Murray’s earnings. Andy Murray on his own is not that attractive, but add Kim [and] they are now a celebrity couple and have more options.
“She brings in a whole new dimension to his marketability. They are using the same model the Beckhams are using.”
After his win at Wimbledon two years ago, Murray set up a management company, 77, with Simon Fuller, who looks after the Beckhams.
Pivotal to the strategy to turn Murray into a global money-making machine was softening his image and giving an insight into his life away from the court. On Instagram, where he has 345,000 followers, Murray has been adopting a soft and cuddly approach featuring dogs and mentions of love — and even smiling.
Shortly before Wimbledon started he posted a picture of himself in a helicopter with a broad grin and even mocked himself and his grumpy reputation writing: “Even managed to crack a smile #rare”.
Rikard Svendsen, director at The Brand Specialist, said: “Being seen with Kim and especially now being married, the subliminal messages are, he is more established. With her, you double the sale.”
But the tennis is still important. In the Wimbledon queue, student Howard Parker, 20, who camped overnight in a bid to get tickets for Murray’s match today, said: “He’s on form, he’ll win Wimbledon — I’ll put £50 on it.”
