Andy Murray serves up new coaching role with Walker’s
FORMER tennis ace Andy Murray has taken on a new coaching role ahead of the next summer tennis season as part of a new tongue-in-cheek campaign with Walker’s Shortbread.
Swapping out the racket for the rulebook, Murray will take on the new role as ‘Spectator Coach’ in the marketing to tell spectators certain court-side rules they should follow to enjoy a match of tennis. This includes cheering the correct player’s name at the correct time, mastering a support roar and, crucially, ensuring that any mid-match snacking is done at a “suitable volume”.
Murray said: “The energy and support of the crowd has been a defining part of my career, and their support has carried me over the line in many tight matches.
“However, at crucial match points you can often get distracted by strange noises or people moving in the stands, so I thought it was time to offer a bit of tactical advice from the other side in my new role as Spectator Coach.
“Proper etiquette is a staple of the grass-court season; if you are going to enjoy a snack in the stands, it needs to be a quiet one. Walker’s new tennis shortbread is an excellent choice – just ensure you wait for the changeover.”
The new campaign will tie in with Walker’s Shortbread’s recent announcement as the Official Supporter of the HSBC Championships at Queen’s Club, ensuring the traditional Scottish brand is at the heart of British tennis this summer.
And to help fans of the sport to adhere to Murray’s spectator rules, Walker’s has launched a new range of limited-edition Tennis Ball Shortbread Rounds to complement the former tennis star’s historic ambassadorship of the brand and keep umpires happy.
The limited edition shortbread biscuits are available to purchase at Selfridges, World Duty Free and Walker’s own website.
Bryony Walker, commercial director at Walker’s Shortbread, said: “We are thrilled to be an Official Supporter of the HSBC Championships this summer, a tournament that represents the very best of the British sporting tradition.
“To celebrate, we wanted to create something truly helpful yet tongue-in-cheek for the fans. Andy’s new role as our ‘Spectator Coach’ is a playful nod to his legendary precision and dry sense of humour.
“We hope this video series serves as a useful guide for those set to enjoy the atmosphere at Queen’s this June, providing them with the perfect, quiet courtside companion in our limited-edition tennis shortbread.”
