Sir Andy Murray has entered into an unexpected commercial agreement with Airdrie-based potato firm Albert Bartlett.
The 38-year-old former world No 1 will serve as the public face for the Scottish company's frozen and chilled potato ranges through a long-term arrangement.
This partnership aims to promote active living and nutritional balance across Britain, with Murray fronting campaigns for the family-run business.
Founded in 1948, Albert Bartlett described the collaboration as uniting "two Scottish-born British icons with shared community vision and family values."
Sir Andy Murray has entered into an unexpected commercial agreement with Airdrie-based potato firm Albert Bartlett
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The Dunblane native will leverage his sporting profile to advocate for healthier lifestyles whilst marketing the company's potato products to consumers nationwide.
Murray's relationship with the Lanarkshire firm stretches back over a decade, with the company supplying potatoes to his five-star Cromlix hotel near Dunblane.
The family-operated enterprise has built its reputation since establishing operations in 1948.
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Andy Murray continues to enjoy his life off the court following his retirement last year
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"I was lucky during my early playing days to have access to the kit and facilities required to play and develop, and as my career progressed, to have the best diet and training advice available," Murray said.
"I am excited to partner with Albert Bartlett to showcase the importance of a balanced diet and an active lifestyle to communities across the UK."
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The three-time Grand Slam winner expressed hopes that the initiative would motivate people to participate in sports at any level throughout their lives.
Company chief executive Alex Bartlett praised Murray's ability to connect with audiences, stating: "Andy is someone who has engaged and inspired his home nation and sports fans around the world, delivering that long-awaited British [male] Wimbledon win, not only once, but twice."
Bartlett highlighted Murray's achievements, including "his US Open win and two Olympic golds," before adding: "So, who better to engage the nation again and help us serve up the inspiration and resource required to get the nation active and nourished with tasty home-grown produce?"
The potato company announcement follows Murray's recent professional transitions, including his departure from coaching Serbian tennis star Novak Djokovic in May, shortly before this year's Wimbledon Championships.
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Andy Murray split from Novak Djokovic earlier this year
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The split ended their brief coaching arrangement after just a few months.
Murray's commercial portfolio has expanded significantly with Scottish enterprises recently. In July, he was appointed as the first-ever brand ambassador for Walker's Shortbread, the renowned Scottish biscuit manufacturer, as he continues to enjoy his life off the court.