Andy Murray, who up to now has reveled in his image of the feisty young rebel who is not to bothered by his what he looks like or what the public think of him, has finally decided that his image needs jump-charging and has turned to one of Britain’s foremost sporting public relations gurus.

Stuart Higgins is a former editor of the top selling British tabloid newspaper The Sun. Amongst his clients are top English Premier League football club Chelsea as well as Wembley Stadium and British Airways.

Murray has yet to rival his predecessor Tim Henman in either the public perception of the nation or potential earning power from commercial enterprise. Britain’s opinion of Murray nose dived even further last month when he left it to his agent Patricio Apey of Ace Group to inform British Davis Cup captain John Lloyd that the 20 year-old Scot was pulling out of the Davis Cup’s World Group confrontation with Argentina.