Wimbledon champion Andy Murray has set up a management company with his long-time manager and entrepreneur Simon Fuller.

The new company, called 77, will look after Murray and his brother Jamie's interests on and off court. The name of the company was inspired by the 77-year wait for a British men's singles champion at Wimbledon, which Murray brought to and end this year.

Fuller, the former manager of girl band Spice Girls and the creator of the Pop Idol TV format, has been managing Murray for the past five years.

Murray said: "The new company will allow me more freedom and the chance to become more involved in my business affairs. I've got a great team of people around me who I trust, both on and off the court, which in turn allows me to completely focus on my tennis."

Murray is the latest sporting superstar to strengthen his ownership of the commercial rights to his name and image.

Earlier this year Welsh footballer Gareth Bale - who has since become the world's most expensive player following his transfer to Spanish club Real Madrid - announced his intention to trademark his 'heart' goal celebration and to use it to create a clothing range.