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Andy Murray hits back to improve image


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14 March 2008

Andy Murray hits back to improve image

Surly tennis ace Andy Murray has finally enlisted the help of an image expert after years of shunning PR.

PR guru and former tabloid editor Stuart Higgins has been charged with helping the Scot avoid putting his foot in it.

Murray received large amounts of hate mail on his website after saying he would like to see “anyone except England” win the 2006 World Cup.

He is said to be sullen with journalists and is also known for losing his temper on court.

In February he pulled out of representing Britain in the Davis Cup after suffering a painful knee injury.

At the time his brother Jamie, 22, said he was disappointed at his withdrawal from the Argentina match, and even criticised his commitment.

With Wimbledon on the way the eyes of the world's media will be on Murray more than ever- and his image own goals undermine his sponsorship and earnings potential.

Talks about PR support were triggered by Murray's agent, Patricio Apey of The Ace Group, who has known Higgins for eight years.

The former Sun editor is credited with the turnaround in media coverage after the Kate Moss drugs scandal that saw the model win a string of high-profile advertising contracts.



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