Tennis Star Andy Murray Partners with Redrice Ventures in Business Move
May 29, 2025
British tennis icon Andy Murray is making strategic moves off the court, announcing a new partnership with London-based investment firm Redrice Ventures. Known for its focus on early-stage consumer brands, Redrice Ventures is welcoming Murray as both an investor and advisor, in a collaboration that underscores the growing intersection of elite sport and entrepreneurial ambition.
Murray, a three-time Grand Slam champion and former world No. 1, has long shown an interest in ventures beyond tennis. His foray into the business world is not entirely new—he previously invested in a range of startups through his own investment vehicle, 77 Sports Management. However, this latest partnership signals a more structured and collaborative role in the world of venture capital.
“I’ve always been passionate about supporting young talent and innovative ideas, both in sport and beyond,” Murray said in a statement. “Redrice Ventures shares a forward-thinking approach to consumer investment, and I’m excited to be part of helping the next generation of brands grow.”
Founded in 2018, Redrice Ventures specializes in backing purpose-driven consumer businesses, particularly in fashion, health, wellness, and lifestyle sectors. Their portfolio includes brands like Finisterre, Trip Drinks, and Wild. By bringing in Murray, the firm gains not only capital but also a globally recognized figure with a strong platform and strategic mindset.
George Graham, Co-Founder of Redrice Ventures, expressed enthusiasm about the partnership. “Andy brings a unique perspective to our work—not only as a high-performance athlete but as someone deeply committed to excellence, integrity, and long-term thinking. His insight and network will be invaluable as we continue to scale ambitious consumer brands.”
This move is part of a growing trend of professional athletes transitioning into the world of business and investment, leveraging their personal brand, discipline, and competitive edge to back startups and make an impact beyond their sporting careers.
While Murray remains committed to tennis—continuing to compete selectively on the ATP Tour—this partnership reflects a broader vision for his post-playing career. It also reinforces his reputation as a thoughtful, multifaceted figure in British sport, increasingly known for his values and ventures off the court as much as his achievements on it.
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