Scottish tennis idol Andy Murray rocked the sports world when he announced plans to retire after this summer's Wimbledon tournament because of a long-term hip injury. Although the former world number one has secured his position as a national treasure, will he retain his value to sponsors?
The double Wimbledon and Olympic champion announced his plans to retire during an emotional press conference in Melbourne, leaving fans distraught and his sponsors in an unusual situation.
With the athlete no longer able to perform, do they continue to support one of the nation's most successful ever tennis players? Murray remains an inspirational and as a result bankable figure, but may never again attract the $15m in endorsements he attracted in 2015 for example.
David Frossman-Miller, W Comms' director of media and entertainment, said: “The tributes to Andy Murray say it all. A hugely respected British sports star who is still at the top of his game has emotionally told the world that his next match may be his last. He’s one of the greats of British sport, and the media and fans are in shock.
"While some with a short-term view will be concerned on his immediate value to sponsors, Andy should now move into a more cerebral role as one of Britain’s sporting greats, much like Beckham, and carry on his work in raising awareness for issues on equality and mental health. This will also enable him to sign premium global brands to long-term partnerships that look beyond the world rankings or his latest trophy haul."
Over the last decade, Murray has starred in a vast range of ads, from the high-production values of Jaguar to the dry-Scottish wit on show in Head's work. Let's look at some of the 31-year-old's finest work off the court.
And to conclude, here's the dry Scot showing his funny side in an appearance on UK panel show Mock The Week.