Andy Murray's Grand Slam triumph means he is now a "global brand" and can expect sponsorship earnings to match the likes of Roger Federer, Cristiano Ronaldo and Lionel Messi, according to experts.
His five-set victory in the US Open final would have triggered a bumper pay day and now propels him into an elite league in terms of his attractiveness to sponsors.
But while his natural personality could prove a draw for the money men, experts believe it is his passion for the game - and not the lure of money - which will continue to drive him on.
Andy Murray's Grand Slam triumph means he is now a "global brand"
Sports marketing specialist Scott Barclay said he expects Murray to enter the Forbes Rich List next year.
Mr Barclay, a lecturer in sport business and management at the University of the West of Scotland, said: "The win moves him, without a doubt, away from the celebrity clutter.
"Murray's demons are now rested. I would say he will move on quite nicely to become a really attractive global sponsorship piece.
Murray poses with his trophy the day after his Grand Slam victory
"Without a doubt, next year, he'll appear in the Forbes Rich List, amongst the likes of Federer, Sharapova, Ronaldo, Messi, Nadal.
"He could go back to the table ... and take a look at rebranding himself on the basis of this win.
"Obviously it's been great for media exposure and great Murray brand-awareness globally. It takes him to a whole different market, just that step above the clutter.
"I would say now, without a doubt, he's a global brand."
Meanwhile, Murray has been describing just how tough his battle with Novak Djokovic was.
Speaking to Sky Sports 1, he said: "After the third and fourth sets, it was tough mentally for me. Novak was so, so strong - he fights till the end in every single match.
"I don't know how I managed to come through in the end.
"I've had some really tough matches with him in the past but I just managed to get through it."
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