Andy Murray isn’t just one of the most respected names in tennis — he’s quietly become a branding force off the court too, carving out a remarkable second chapter in his career as a brand ambassador and business partner long after his biggest wins. Murray’s journey from tennis legend to commercial success story proves that his influence stretches far beyond the baseline.
Murray’s reputation was built on grit, resilience, and authentic character — and that has translated beautifully into the world of brand partnerships and ambassador roles. Over the years, he’s signed high-profile deals with major companies like Under Armour, Head, Jaguar, Standard Life and Castore — endorsement deals that not only boosted his earnings but also shaped his image as a trusted face for global brands. World in Sport+1
But his work today is about more than just logos on shirts. After retiring from professional singles tennis following the 2024 Paris Olympics, Murray has taken on roles that reflect his values and personal heritage — connecting brands with authentic storytelling. In mid-2025, he was unveiled as the first-ever brand ambassador for Walker’s Shortbread, a 127-year-old Scottish institution. FoodManufacture.co.uk
This partnership is unique — it’s not just a commercial deal, it’s a heritage match. Both Murray and Walker’s Shortbread come from modest beginnings in Scotland, rising to global recognition through dedication and pride in their roots. The campaign, launching at Wimbledon under the tagline “A Wee Bit of Scotland that’s Come a Long Way,” celebrates this shared journey. Murray has spoken passionately about how shortbread connects him to childhood memories and his Scottish identity — making his role feel deeply personal, not just promotional. FoodManufacture.co.uk
That’s part of what sets Murray apart as a brand ambassador: he doesn’t simply lend his face — he embodies the story. Whether it’s celebrating national heritage with Scottish brands or aligning with companies that reflect his values of hard work and authenticity, his choices feel genuine, not manufactured.
His relationship with Castore, where he isn’t just a figurehead but also a shareholder and advisor, shows Murray’s involvement can go even deeper — partnering on product development and strategic direction, not just photo shoots or commercials. sponsorship.sportbusiness.com
Even off the court, he’s building bridges between audiences and products. From Scottish shortbread to premium sportswear, Murray’s influence spans generations and cultures — giving brands historic star power with global reach.
And it’s not just about money — his ventures help shape perceptions, connect consumers emotionally, and reinforce that an athlete’s brand can be as rich and long-lasting as their athletic legacy.
Andy Murray’s brand journey shows that a great athlete can also become a great cultural ambassador — proving that the end of a playing career can mark the beginning of something even bigger.
