Tennis legend becomes first-ever brand ambassador for iconic Scottish biscuit firm in 127-year history
Andy Murray has secured his first commercial partnership since ending his coaching stint with Novak Djokovic last month, becoming the inaugural brand ambassador for Walker’s Shortbread.
The three-time Grand Slam champion has signed a multi-year deal with the renowned Scottish biscuit manufacturer, marking a major milestone in the family-owned firm’s 127-year history.
The tennis legend, who retired from professional play last summer, had been working alongside the Serbian star for six months before their mutual separation in May.
From Court to Crumbs
Despite previously indicating he wasn’t eager to rush back into work after the Djokovic split, Murray has now aligned himself with the heritage brand in a partnership that celebrates “Scotland at its finest.
I am proudly Scottish, and partnering with Walker’s, a brand that has been representing Scotland around the world for well over a century, felt like a great fit for me”, Murray said.
The 38-year-old added: “I come from a small tight-knit community and when I look back at where I have come from, I am proud of what I’ve achieved, which is something I share with Walker’s”.
Childhood Memories
The two-time Wimbledon champion revealed his deep connection to the Scottish delicacy, saying: “I’ve been eating shortbread since I was a kid – my gran would make it all the time for us. We even celebrated my Wimbledon win with shortbread.
“Shortbread is one of my simple pleasures. No matter where I am in the world, a piece of Walker’s Shortbread always transports me back home”.
Historic First for Walker’s
Nicky Walker, Managing Director of Walker’s Shortbread, couldn’t hide his excitement about landing the tennis icon: “We are incredibly excited to welcome Andy Murray as our very first brand ambassador.
“We’ve always admired Andy’s achievements, his dedication and his cautious charisma as well as his very obvious close relationship with his own family. These are qualities that resonate deeply with our own values at Walker’s Shortbread”.
He added: “We are genuinely honoured that Andy and his team have acknowledged Walker’s as a suitable partner, and we are looking forward to this exciting new venture as we continue to promote ‘Scotland at its Finest'”.
Wimbledon Launch
The partnership will debut with a bold, striking black and white campaign, launching on 30 June to coincide with the start of Wimbledon.
Shot with a sleek, cinematic feel, the ad showcases the shared qualities of both the brand and the tennis champion with a humorous twist. The campaign features Murray sporting a shortbread tennis racket in promotional materials.
An advertising campaign will see the hero image appear in major train stations across the UK, while the video campaign will roll out across social media and digital platforms.
‘A Wee Bit of Scotland’
Both Murray and the shortbread brand started small, in little Scottish towns, and through years of dedication and hard work honing their craft, have gone on to achieve international recognition.
It is that shared journey that inspired the campaign’s message: “A Wee Bit of Scotland that’s Come a Long Way”.
Brief Coaching Stint
Murray’s new commercial venture comes just weeks after his coaching partnership with Djokovic ended on May 13, 2025.
The arrangement, which shocked the tennis world when announced in November, lasted just six months. Under Murray’s guidance, Djokovic held a 12-7 record, reaching the Australian Open semi-finals and Miami Open final.
Thank you, coach Andy, for all the hard work, fun & support over last six months on & off the court. I really enjoyed deepening our friendship together”, Djokovic wrote on social media when announcing the split.
Murray responded: “Thanks to Novak for the unbelievable opportunity to work together and thanks to his team for all their hard work over the past six months. I wish Novak all the best for the rest of the season”.
Not Rushing Back to Coaching
Following the split, Murray indicated he wasn’t in a hurry to return to coaching duties. “I would do it again at some stage. I don’t think that will happen immediately”, he told the BBC at Queen’s Club in June.
“I wasn’t planning on going into coaching as soon as I finished playing but it was a pretty unique opportunity. It was a chance to learn from one of the best athletes of all time”.
Sweet Success
The Walker’s partnership adds to Murray’s impressive portfolio of commercial partnerships, which includes American Express, Castore, Head, and Halo. He also works with the NHS, Unicef and the World Wildlife Fund.
With 46 tour titles under his belt and three Grand Slam wins, the two-time Olympic Gold Medal winner and self-proclaimed shortbread superfan appears to have found his perfect match off the court.
For Walker’s, landing one of Scotland’s most famous sporting exports represents a coup as they continue to promote their products globally from their base in Aberlour, Speyside.
Image credit:
Final Press Andy Murray by johnwnguyen / Flickr, licensed under CC BY 2.0, via Wikimedia Commons
