Kyle Edmund has been the British No. 1 for a few weeks now and his results this year have been good. In January he reached a Grand Slam semifinal for the first time, at the Australian Open losing to Marin Cilic, in Marrakech he reached the final in Madrid he lost to Denis Shapovalov in the quarter-finals.
His earnings are increasing. Hiring a new agent, Lawrence Frankopan who works for team management StarWing Sports, is paying off. Last year he signed a new lucrative contract with Nike, then British Airways a few months after, which joined Jaguar and Wilson in his endorsements list.
Frankopan is confident about how Edmund's popularity and image in market can be improved. 'Kyle has a clear identity that we have mapped out for him', Frankopan told The Times. 'He is a very safe pair of hands and a great person to align yourself with. He is very marketable.' More brands will add Edmund as Ambassador in June before Wimbledon starts.