Who wants to sponsor great British tennis hope Andy Murray?

Well there’s a vacancy apparently as ‘team Murray”, the gang of acolytes who surround GB’s latest frustrating tennis player, have ended their deal with Highland Spring mineral water and are looking for something a bit more prestigious and lucrative.

Murray has other sponsors of course, including benighted Scottish bank RBS. But what’s Murray worth?

Well he’s undoubtedly the best British tennis player since Fred Perry from the 1930s, although he’s quite aggressively Scots which doesn’t play that well with where the money is in the UK – London and the south east.

And every time he gets to a grand slam final event he bottles out by playing conservatively rather than going for his shots and setting out to win rather than trying not to lose (obviously in a tennis final you may as well do the former as there are only two of you).

Murray mania will be whipped up by the BBC and the rest of the media as Wimbledon arrives in June. We’ll be hearing about Murray Mountain just as much as Henman Hill (after the last great British hope Tim Henman) even though nobody really thinks he’ll win.

So would you, a sponsor, really want to invest £10m or so in a crushing sense of national disappointment?

Payment by results would seem to be the obvious way to go. No chance.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.