Tennis

Murray set to follow Raducanu’s gameplan off the court

March 30, 2023 10:32 pm

British ace, Andy Murray, has taken a leaf out of Emma Raducanu’s financial playbook. The 35-year-old has decided to put his faith in IMG, signing a long-term deal with the American talent management company. In doing so, he will be bringing to close the tennis division of his 77 Sports Management agency.

As Murray joins IMG, his long-time manager Matt Gentry will also follow him to the New York-based entity. The tennis ace is consolidating his future affairs in signing with the American management company, which will cater to his needs during his playing career and beyond.

“I’m looking forward to working with IMG not just for the remainder of my playing career, but with an eye on the future and opportunities both in tennis and in the wider business world,” Muray shared.

Following the Raducanu playbook

Murray has been leading the English charge on the ATP circuit for over 15 years and is now reaching the end of his playing days. The last couple of years have seen his out of action but the 35-year-old has made a comeback in the 2023 campaign.

He has not been at the forefront of lucrative endorsement deals like his contemporaries Rafael Nadal, Novak Djokovic and Roger Federer. The move to IMG is aimed to secure him at this stage of his career, who have helped his young compatriot on the financial side of things.

Raducanu became a hot property after triumphing in the 2021 US Open, forcing her way through the qualifiers. Since signing with the American talent agency, Raducanu has been the face of Tiffany & Co, Dior, Porsche, British Airways, Evian, Vodafone and HSBC. since she won the 2021 US Open.

Reflecting on the behind-the-curtains move, Raducanu’s agent, Max Eisenbud, hailed Murray as a culture-defining athlete. IMG want to expand his influence off the court and for years to come.

“Andy has built a legacy in tennis that has not only shaped the sport but also defined its place in culture. We’re thrilled to have him join the IMG family and work together to expand his reach and influence across multiple businesses.”

Renaissance on and off the court

Murray has found the going tough on the court. The year started horrifically for him as he bowed out of Adelaide International at the first hurdle. After the defeat to Sebastian Korda, optimism about success in Australian Open were slim.

This came to fruition but not as early as his detractors had hoped for. The Scot battled to five-set wins in the first two rounds before locking horns with Roberto Bautista-Agut in the third round. After dropping the first set, he managed to come on level terms but resigned to the doggedness of the Spaniard.

His best results have come in the Qatar Open. He impressed reaching the final, covering the likes of Lorenzo Sonego, and Alexander Zverev. Murray had his third duel with Daniil Medvedev in the final and succumbed to another straight-sets defeat.

Expectations were high from him in the Sunshine Double. He got some traction in Indian Wells, where he reached the third round. Life hit him hard in Miami, where Dušan Lajović shocked him at the first obstacle.

As the three-time Grand Slam champion makes a comeback, he has to start preparing for life away from it. There are opportunities beyond tennis that he has not been able to capitalize upon and only have part ownership of the sports and menswear brand Castore to show for it. The fact that this was made back in 2009 is a telling sign.

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