ANDY MURRAY LAUNCHES YOUTUBE CHANNEL WITH BROTHER JAMIE

Andy Murray has launched a YouTube channel called The SET in partnership with his brother Jamie, moving away from traditional tennis media roles. Murray stated that he found existing tennis commentary "quite down the middle" and lacking in insight, according to an interview with The Telegraph. The channel, produced by Prodigy Studios, will feature behind-the-scenes content from major tournaments, technical masterclasses and road trip content. Murray said the venture offers "total flexibility" on filming schedules and content decisions compared to conventional broadcasting roles.

The SET follows the format of shows such as Stick to Football, which emphasises debate and discussion rather than conventional sports coverage. Murray's decision to pursue content creation represents a shift away from punditry positions that have traditionally attracted retired professional tennis players. The channel will launch with a high-profile first episode featuring YouTuber KSI, who will participate in a tennis session with the Murray brothers. Murray indicated he had considered making this transition several years prior to formalising the venture.

Murray continues to work as a coach with British tennis player Jack Draper during the Wimbledon tournament. The launch of The SET marks his formal entry into content creation as a primary post-retirement activity. Murray's move reflects broader changes in how former athletes establish media presence and audience engagement outside established broadcasting structures.