Andy Murray likes to do things his own way, and it’s costing him millions.

Murray was expected to make as much as $75 million in endorsements after becoming the first British man to win the Wimbledon singles title since Fred Perry in 1936. Two years after his victory over top-ranked Novak Djokovic, No. 3 Murray still trails his rivals at the bank as the seventh-highest paid tennis player. He wouldn’t have it any other way.

The righthander has turned down “multimillions” in potential endorsements since 2013, Matt Gentry, managing director of Murray’s management company 77, said in an interview at Wimbledon.

“If it affects his training schedule, or he doesn’t believe in the product, he won’t do it, regardless of the money,” Gentry said. “He’s quite principled. He doesn’t need the money.”

The 28-year-old takes on Croatia’s Ivo Karlovic Monday on Centre Court, while Djokovic meets Kevin Anderson of South Africa. Top seeded Serena Williams takes on her sister Venus in the last 16 at the grass court tournament.

Murray makes $19.2 million a year from prize money and endorsements, according to a Forbes estimate from August. Roger Federer, a 17-time major singles champion, leads with annual earnings of $56 million from prize money and long-term deals with companies including Nike, Rolex and Credit Suisse. Nine- time French Open champion Rafael Nadal is second with $44.5 million, followed by Djokovic with $33.1 million.

Murray, who has earned $38 million in career prize money, has deals with sportswear company Under Armour, Scottish insurer Standard Life and racket manufacturer Head.

“It’s best for the player and for the sponsor if you perform your best in the major competitions,” Murray said in a news conference at Queen’s Club the week before Wimbledon. “I have tried the last few years to limit the amount of time I spend doing those things the week before a slam. I feel like it’s helped my performances.”

Murray has reached at least the quarterfinals of each of the four majors since he won Wimbledon. He’ll earn at least 127,000 pounds ($198,000) for reaching the fourth round of Wimbledon.

Murray has invested in property in the U.K. and U.S. and projects closer to home. He bought a hotel outside his hometown of Dunblane for 2.5 million pounds in 2013 and turned it into a luxury venue.