Not surprisingly, the British press went berserk after Andy ‘History Boy’ Murray became the first British male to win Wimbledon since 1936 (check out a few of the front pages here, the best of which was from The Times). And, also not surprisingly, the sponsors are getting their pound of flesh too.
Both racquet sponsor Head and Adidas punned it up with ads posted on Twitter using the phrase ‘Wimbledone’. And Robinsons, the cordial sponsor of Wimbledon that has no direct association with Murray, got to release an edited version of an ad that was made by BBH in 2009 when Murray was knocked out in the semi-finals by Andy Roddick. As the end line now says rhetorically, ‘worth the wait, wasn’t it’.
Fred Perry was the last British man to win the title in 1936. And Murray wore the Fred Perry name on his shirt until he signed up with Adidas in 2009. One wonders if preppy toffs will be wearing Andy Murray-branded polo shirts in the years to come.
Murray also has sponsorship deals with Royal Bank of Scotland and Rado watches (according to Big Issue, when he won the US Open last year, contractual obligations meant he had to put his watch on before lifting the trophy). His deal with water brand Highland Spring—an area of friction when he tried to sneak bottles of it on to court at Wimbledon instead of drinking tournament sponsor Evian—came to an end in 2011. And the speculation has already begun about the additional cash that could come flooding in now he’s got his hands on the trophy.