Zeno Thinks: Andy Murray – secretly ace at comms
Andy Murray’s tennis career has been nothing short of remarkable. From a promising young talent from picturesque Dunblane to one of the greatest sporting stars Great Britain has ever seen. Murray’s reputation has been carefully crafted not just by his on-court success but also by his unwavering commitment to his values, delivered in a brusque, no-nonsense manner.
As the curtain comes down on his professional tennis career (*sob*), it is right to reflect on his sporting achievements, but we shouldn’t forget that Andy Murray has delivered a communications masterclass over the past two decades too. In fact, his journey is a testament to how living according to your principles can shape - and enhance - your public image.
“Male player”
Murray’s advocacy for gender equality is one of the defining aspects of his character. This isn’t mere lip service; it’s a principle he embodies in his actions.
We’ve all watched his viral correction of a journalist who said his Wimbledon 2017 semi-final opponent was the first US player to reach a major semi-final since 2009, overlooking the achievements of Serena and Venus Williams. This wasn’t a one-off riposte—Murray has consistently advocated for women in sport. Notably, he became the first male professional tennis player to hire a female coach, Amélie Mauresmo, and has been a staunch supporter of equal pay in tennis.
Being disingenuous is one of the worst things you can be in comms. But not our Andy. Murray doesn’t need to engineer a platform to talk about diversity, equity, and inclusion; his actions speak volumes.
“I think that’s called perseverance”
Tennis may be an individual sport, but Murray’s success is deeply rooted in his ability to build and lead a team. His role in Great Britain’s 2015 Davis Cup victory, the first since 1936, is a notable example. While not the official team captain, Murray was the driving force, providing whatever was needed—whether as a cheerleader, counsellor or strategist. In his final Davis Cup run out this year, he was even the team chauffeur.
Despite being at the top of his sport, Murray has always been one to lean in and help his friends, countrymen and colleagues.
Murray’s leadership has had a lasting impact too, as evidenced by the loyalty of his teammates. His Paris 2024 Olympics doubles partner, Dan Evans, sacrificed significant ranking points, taking him to his lowest ranking since 2019, in order to partner with Murray in his final professional outing. This speaks to the respect and camaraderie Murray has cultivated over his career. It also shines a light on the character behind the on-court icon, helping to develop his public persona.
“There’s nothing cooler than being woken up by James Bond”
Murray’s authenticity in media interactions has been both a challenge and a strength. Early in his career, a flippant comment about supporting “whoever England is playing” during the 2006 World Cup haunted him for years. (When we tell you there’s no such thing as ‘off the record’, we really mean it)!
However, this misstep helped shape his communication style. Murray’s emotional, unscripted speech after losing the Wimbledon 2012 final, where he struggled to hold back tears, resonated deeply with the public. This moment of vulnerability endeared him to millions, showing that genuine emotion can be more powerful than a polished script.
In the days around his retirement, there have been scores of media articles listing Murray’s best quotes. Funny, impactful, thought provoking, outrageous and downright silly, across the years, Murray has been a memorable spokesperson. Quite the achievement for a man originally mocked for being ‘boring’…
“Tarnishing my legacy? Do me a favour.”
Beyond his achievements on the court, Murray has dedicated himself to mentoring the next generation of tennis stars. British number one Jack Draper has credited Murray’s guidance as instrumental to his career. Murray’s impact extends beyond the men’s game; women’s tennis stars, including Iga Swiatek, Emma Raducanu and Serena Williams have lauded his support.
This week, it was announced that the newly named Andy Murray Arena at The Queen’s Club will host both ATP and WTA events from 2025, ‘given Andy’s commitment to equality’. Enduring proof that Murray’s public image has entered legendary territory, for his achievements and his principles. We often talk about values-led communications and there could be no better example.
Sir Andy Murray will be remembered not just for his Grand Slam victories and Olympic golds, but for the legacy he’s built—a legacy that transcends tennis. As Billie Jean King aptly put it, “his greatest achievements may still be yet to come.”
I, for one, can’t wait.
