Public relations guru Max Clifford believes Andy Murray could be worth "£50million" within five years.
The Scottish teenager continued his ascent up the world rankings by claiming his maiden ATP Tour title in San Jose overnight.
The 18-year-old beat Andy Roddick and Lleyton Hewitt en route to his success at the SAP Open and if he maintains his progress, his potential could yield rich dividends.
Clifford told PA Sport: "This is an extremely lucrative sport and a glamorous one. He can make a lot of money and be a very valuable commodity for advertisers.
"In some ways he would have greater potential than Rooney or Beckham, maybe not making more money - they are in a league of their own - but some advertisers would rather have tennis players than footballers.
"If you are looking to win friends and influence them with a product, sometimes it may be more effective to go for a tennis player.
"The sky is the limit providing he can continue his progress. He could earn £50million within the next five years.
"He could make a couple of million in the years to come and that could rise very quickly if he establishes himself. It could be untold millions."
Such hypothetical figures are dependent on Murray maintaining the progress he has made as a teenager.
Expectation will now rise following his San Jose success but Clifford believes the future is bright if he can keep his feet on the ground.
"The victory over Roddick was a major scalp for him but he is still someone who is showing tremendous promise rather than someone who is there," he said. "He is still the crown prince rather than the king.
"We are just talking about what could be here - but anyone who gets to the top of British tennis and beats major names is going to make an awful lot of money."
Britain has long been starved of successful tennis players and those who have excelled at the top level, particularly Tim Henman, have earned well.
Clifford now believes Murray could have the potential to eclipse the achievements of Henman, a six-time grand slam semi-finalist.
"This year will be a vitally important year for him," he said. "He has got to prove he has the ability to take him further than Tim Henman, who has must have made millions out of tennis.
"He could go further but he has to keep his feet on the ground and he needs good people around him."
PR guru Max Clifford claims Andy Murray could earn £50million in five years if he continues his remarkable progress.
The 18-year-old has existing deals with Fred Perry and Head for his kit and rackets respectively, while he also has endorsement contracts with soft drinks manufacturer Robinsons and the Royal Bank of Scotland.
Here PA Sport looks at the sort of companies who might wish to associate themselves with the fast-rising Dunblane youngster.
FAST FOOD
McDonald's are a Football Association partner and have alluded to sport in their advertising ever since a young Scott Parker was seen showing off his ball-juggling skills.
VISITSCOTLAND
The Scottish Tourist Board would see the Dunblane-born teenager as a natural to help bring holidaymakers to Scotland.
With the historic city of Stirling on Murray's doorstep, personal knowledge of sights such as the Wallace Monument, Stirling Castle and Bannockburn would be invaluable.
SOFT DRINKS
It is hard to picture Murray endorsing alcoholic drinks, but one of the multinational soft drinks companies might wish to snap him up.
Sports agent Jon Smith said: "Something like a family blue-chip would be ideal for him, a Coke or a Pepsi or something like that. He needs that kind of global, iconic sponsor."
Budweiser may see Murray as the perfect model for their brand.
MINERAL WATER
Perthshire-based Highland Spring already have strong links with sport through their sponsorship deals with golf, snooker, athletics and rugby union.
The capture of Scot Murray would be a further iconic boost for the company.
ELECTRONICS
The iPod-toting Murray is sure to attract companies who want to promote the latest electronic gadgets. Maria Sharapova has an endorsement deal with mobile phone makers Motorola after famously trying to find a phone to ring her mum and tell her she'd just won Wimbledon. Camera manufacturers Canon are also involved with endorsing other top players.
CLOTHING AND ACCESSORIES
Prada and Hugo Boss see tennis as the sort of stylish sport they want to be associated with, while watchmakers Omega and Tag Heuer are big backers within the sport.
More locally, kilt manufacturers such as Ghillie, ALD and Caledonia Highland could welcome the prospect of Murray promoting the Scottish national dress.
GROOMING PRODUCTS
Murray's relatively clean-cut image might appeal to Gillette - who already sponsor England football captain David Beckham - while Nivea are involved in sponsoring tennis while their brand is often present on advertising hoardings at football matches.
