A raft of new sponsorship deals could make Andy Murray one of the top earning British sportsmen of all time.
Sunday's historic Wimbledon victory could see the 26-year-old raking in up to £15 million a year, a marketing expert has said.
His victory against Novak Djokovic today has landed the Scot £1.6 million in prize money.
Nigel Currie, director of the sports marketing agency brandRapport, said the British number one will be likely to profit from a series of lucrative new contracts.
Mr Currie said a Wimbledon win proved Murray is not a one-hit wonder.
He said: "It is as a global superstar where the major earnings potential exist.
"Tennis is one of the few truly global sports.
"Along with golf it is played and followed in almost every country in the world.
"Even sports such as football or Formula 1 have struggled to win over the vital American market.
"Also being an individual sport rather than a team sport makes it much more lucrative."
He said: "With Roger Federer beginning to show his age and his form perhaps fading, and Rafael Nadal with injury worries, it could mean that Murray and Novak Djokovic will be the main two for the next few years.
"If you're number one or two in the world of tennis, which is such a global sport, the marketing opportunities are fantastic.
"Murray could secure some really big deals with the biggest brands.
"He's reported to be earning £8 million or £9 million off court at the moment.
"We could see that edging up to £15 million."