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Brand Murray Is Just Beginning

Arguably sport always has been, and always will be, associated with stars. Sportspeople of incredible athletic ability make the impossible appear effortless, creating moments of magic that give fans the chance to utter the phrase “I was there”. For an athlete to be held in this rarefied bracket of superstars can bring global fame and vast financial reward, but also a burden of expectation not just from their own fans, but the sports they bestride.

The Next Stage

An athlete who must surely now be considered within this group is Wimbledon Champion Andy Murray. Three years since his first win, Murray once again captured the title that he covets most, placing him alongside esteemed double Wimbledon winners such as Stefan Edberg and Rafael Nadal. The win also topped off an incredible year for Murray. Marriage to his long-term girlfriend, guiding Great Britain to a Davis Cup win and becoming a father has brought about a slow but noticeable transformation of brand Murray. His growing maturity matched with a change in perception among even the most casual of tennis fans offers him the perfect opportunity to take his brand even further as he moves into the next stage of his career.

Star Power

According to London School of Marketing’s 2015 sport power list, Murray ranked in 16th place. Not bad, but when considered alongside his fellow male players, Rafael Nadal (8th) Novak Djokovic (7th) and Roger Federer (1st), there appears to be some room left to grow. Federer’s continued brilliance away from the court is in contrast to his slowly diminishing powers on it. Without a Grand Slam win for four years, Federer’s ‘RF’ brand remains worn by more than just a few of the paying crowd on centre court. His ability to show a side of his personality that resonates with sponsors without a link to the court has helped prolong his marketability and it’s a path that Murray has already started to tread.

Although he counts Under Armour and Head as his on-court equipment partners, Murray’s partnership with Standard Life represents a deal that looks to work with some of the less athletic aspects of Murray’s character and is undoubtedly contributing to a better understanding of the man behind the racket. Yet it’s imperative that the partnership works both ways, with a set of shared traits that can be projected to a targeted audience for the benefit of both sponsor and athlete.

Careful cultivation of these traits can truly transform reputations and Standard Life’s Master Your Dreams film series is a perfect example of the process at work. The films explore a side of Andy Murray that isn’t well-known, helping the audience to see a new thread in the Murray story and one that Standard Life applies to its own organisation. From the meticulous preparations of Andy’s childhood, to meeting his own sporting heroes, viewers have shown a willingness to engage with the films, sharing their changing perceptions and even thanking Standard Life for providing the opportunity for them do so.

Standard Life’s willingness to look beyond the common narrative and work with a different side of brand Murray not only helps them stand out from the crowd but supports their own story, not something every sponsorship or indeed athlete, has the ability to do. The challenge therefore is two-fold, first to identify an athlete whose own brand, ambitions and athletic performance complements that of a sponsor and secondly (and far more challenging) is to select the the correct aspect of an athlete’s story to tell.

Executed properly the rewards are clear for all to see, both on and off the court.

Work

Master Your Dreams

BRIEF

Build awareness of Standard Life and increase understanding of what the brand represents whilst highlighting the shared values of the association between Standard Life and Andy Murray: a commitment to excellence and to advancing ambition.

SOLUTION

This year, Standard Life’s partnership with Tennis World Number 2 Andy Murray tells the story of advancing ambition and commitment to excellence as part of the ‘Master Your Dreams’ campaign, created by Synergy.
Using the exclusive access Standard Life have to Andy Murray, we are creating a series of short films focusing on Andy’s ambition, dedication and passion to succeed, entitled “Master Your Dreams”. In addition to this, the “When Andy Met” supplementary content shows Andy Murray meeting other sporting heroes who have Mastered Their Dreams, to talk sports, performance and the pursuit of their remaining goals and dreams.

RESULTS

The series is still ongoing, but to date the films have collectively amassed over 6 million views across YouTube, Facebook and Twitter.