WIMBLEDON Champion Andy Murray is set to provide a boost to the Capital after being backed in a multi-million pound deal by one of the city’s biggest employers.
Standard Life’s new partnership with the Wimbledon champion – worth a reputed £4.5 million over the next three years – will be positive for the city, one expert said today.
Bosses at the insurer, which is has its headquarters in Edinburgh and employs around 5000 people in the city, is keen to make the lucrative deal count.
The double grand slam champion and Olympic gold medallist made his debut appearance with the Standard Life logo emblazoned on his playing arm yesterday when he opened the defence of his Wimbledon title by beating David Goffin.
The 27-year-old’s social media fan base of more than seven million, a worldwide TV audience of more than 1.5 billion, and performance in international tournaments is expected to increase Standard Life’s brand exposure in the same way it boosted the profile of previous sponsor RBS.
Although it is too early to measure the impact of the deal, John Donnelly, chief executive of Marketing Edinburgh, said it was “good news” for the city and the morale of the firm’s thousands of staff members based in the Capital.
Mr Donnelly, who developed Glasgow 2014’s commercial strategy before heading up the Capital’s promotional team, said: “They will get a lot of recognition from the staff. From an Edinburgh point of view, someone like Standard Life, it’s a really good match for them. They have just sponsored the Ryder Cup, because North America is important to them.
“I’m sure that’s another reason – Andy Murray has global appeal. It’s a very strategic move. It’s not a High Street bank like RBS – for Standard Life to get involved in someone like Murray is quite a bold move at his stage in his career.”
He said the £4.5m estimated cost of the three-year sponsorship was acceptable for a player who has an estimated worth of £40m.
Mr Donnelly added: “It’s good value for Standard Life when they are getting involved in arguably Britain’s best ever sportsman, in terms of the level he has played at. It’s how they bring it to life that will matter.”
Graeme McEwan, Standard Life’s group director of communications and brand, said he was positive that the new relationship would create a buzz in the Edinburgh workplace and beyond.
He added: “Employees at Standard Life are proud to see us associated with such a successful individual, and many are beginning to back him on social media as part of our #withAndy campaign. Our Edinburgh-based employees are looking forward to his first visit to our offices here.”
Murray said: “It was important to me to find a company that shares the same values, and also understand the demands of my sport. Standard Life started in Scotland, and are now operating successfully around the globe. I’m looking forward to the next three years, and hopefully beyond.”