Murray becomes brand value

As Andy Murray was on Monday officially crowned the world’s leading male tennis player he has secured himself another piece of personal and British sporting history.

Not only is it another achievement to rank alongside his three Grand Slam wins and two Olympic gold medals, but it’s also the first time a British man has topped the ATP world rankings since they were launched 43 years ago.

Murray needed to reach the final of the Paris Masters to replace Novak Djokovic – and did so when Milos Raonic pulled out before their semi-final.

He can now rank himself alongside legends from the 1970s, such as Nastase, Borg, McEnroe and Connors, through to current stars Federer, Nadal and Djokovic.

According to other current stats from the ATP, the 29-year-old made more than $10m (£8m) in prize money this year.

But according to figures from business publication Forbes, the Scot made some $15m from endorsements alone last year, a figure which eclipses his playing earnings.

And it is his off-court earnings where the real financial potential now lies.

“Being world number one will significantly enhance Murray’s brand value,” says branding expert Anastasia Kourovskaia, who has worked with a number of big names in the leisure and sporting industry.

“He has always been the challenger, and associated with having tenacity, motivation, and having goals, and not giving up. Also of being the rebel – the outsider.

Image copyright Getty Images

Image caption Rafael Nadal changed his previous buccaneering image when he became world number one

“All the above attributes have now received validation, and shown to have paid off, but he will be in the position of not being the challenger any more.”

She adds: “We will now have an interesting situation to see which direction his brand will go in. And it will be interesting to see if it has any change on his behaviour or the way he acts on court.”

Indeed, one tennis champion who changed his on-court appearance after he ascended to the number one spot was Spanish star Rafael Nadal. Over the course of 2008 and 2009 his image moved from piratical to practical, as he shed the sleeveless shirts and long pants for more regulation polo shirt (and also round necked t-shirts) and shorts.