Andy Murray could go on to earn more than £100m in sponsorship deals and endorsements should he compound hope with expectation and become the first British man since Fred Perry to win Wimbledon.
The lucrative figure, quoted by industry experts, dwarfs the £850,000 cheque he would receive were he to become Gentlemen's Singles champion on Sunday. It also makes the £1.3m he has won so far this year and the £4.5m in prizes collected since turning professional in 2005 look like pocket money.
Jonathan Gabay, of Brand Forensics, believes a Murray win would open up previously unthinkable avenues of revenue. "The figures being bandied around start at about £80m and go up to £100m," he said, "but it could go even higher than that.
"He would be able to put his name to almost anything. Brands and companies love to create stories behind their products and 'Andy Murray, British Wimbledon champion', is a fantastic story.
"He could launch his own clothing range or health food range and it would sell. People would want to be associated in any way possible with Andy Murray."
Mr Gabay added: "Tim Henman had endorsements of around £20m and he never won the tournament. If Murray wins it then he becomes a worldwide phenomenon. It would be particularly powerful given that nobody British has won it in decades. He would be a one-off."
Brand analysts warn that Murray would have to be selective in his endorsements so as not to exhaust his brand and alienate the public.
The tennis player is currently paid to wear Fred Perry kit emblazoned with the logos of Royal Bank of Scotland and Highland Spring, the bottled water company. Those deals are said to earn him an estimated £15m a year.
His image is overseen by 19 Entertainment and its owner Simon Fuller, the man behind the Spice Girls, David Beckham and Pop Idol. The company is said to be looking to exploit Murray's surge in popularity.
His contract with Fred Perry is up at the end of the year and Adidas is courting him keenly. Advisers at 19 are also drafting plans to tap into the US market, where tennis is far more popular than in the UK. Murray reached the final of the US Open last year. He has since acquired a column in USA Today and been profiled in The New York Times and LA Times.
But much will depend on how much further into the spotlight the 22-year-old is willing to tread. His forays into the world of Twitter aside, Murray shields his privacy.
Last week his representatives issued a plea for the paparazzi to stay away from his new £5m mansion in Surrey. Murray and his girlfriend Kim Sears seem unlikely to follow in the foot- steps of Posh and Becks or Wayne and Coleen Rooney.
The public relations adviser Max Clifford says Murray "has improved his image, but still has a way to go". He said: "In terms of sportsmanship and the way he conducts himself he seems to be growing up, but there is still a way to go.
"If he wins Wimbledon it will certainly open up that opportunity, but you have to remember that football and tennis are two very different things. Football is our national sport, whereas tennis is something most people in this country only care about for two weeks of the year."
Cashing in Murray's money
Murray's combined yearly sponsorship income from Fred Perry, Royal Bank of Scotland and Highland Spring.
Murray's prize money should he win Wimbledon on Sunday. If he reaches the final and loses he will take home £425,000 – but lose to Andy Roddick today and he will walk away with just £212,500.
Murray's prize money this year. His total winnings through his career are £4.5m.