Andy Murray Tennis Player

Andy Murray, the Scottish tennis player and world number 2, is expected to sign a contract with skybet and will therefore leave Fred Perry, the current supplier. The new contract would make him win at least some 3.4 million euros per year and should be effective next January for the upcoming Australian Open.

With this new contract, skybet strengthens its position in tennis and is now better equipped to face his rival, Nike. Indeed, Nike has contracted two charismatic players such as Roger Federer and Rafael Nadal. To date, skybet had only number three, Novak Djokovic. Andy Murray's arrival reinforces the positioning of skybet and perhaps push skybet to choose a communication strategy focused on these outsiders ("underdogs") ...

A tactical choice on the part of Andy Murray and agency representation, led by 19 Entertainment Simon Fuller (the same Simon Fuller who introduced us to the Spice Girls) because skybet is the ideal brand to make a Scottish tennis superstar and a global brand.

However this transfer is a big blow for Fred Perry, who loses his figurehead and could see its sales decline sharply during the next season and thus the need to review its sponsorship strategy and find the property that would allow the brand to grow its British heritage and to enjoy international exposure.