Dustin Martin's manager is preparing to use his client's record-breaking Brownlow Medal win to launch him to new levels of stardom.
Ralph Carr, who had managed Martin since 2010, likened his client to a young David Beckham the morning after he capped his stunning AFL season with a Brownlow Medal.
The former English soccer star cultivated his on-field success to become one of the most-recognised sporting brands on the planet over the course of his playing career and on into retirement.
Carr, after recently securing Martin a multi-million dollar, seven-year deal, has unashamedly ambitious plans for his superstar client.
"I think he's a backable brand," Carr told AAP.
"Beckham was different when he first came into the scene and I think (Dusty) will be a backable brand now, and that is really warming to me.
"I think personally, I think he's going to play better footy (now).
"(But) I think outside of football, people will be surprised about what he's going to do."
Carr said he had knocked back around 100 commercial and media opportunities in the past three weeks amid unprecedented interest in the star onballer.
Martin's well-documented dislike of the spotlight and self-confessed wariness of the media won't be an issue, according to Carr.
"I'm going to let him naturally grow into that," he said of increasing his client's public exposure.
"I know how much he loves the Tiger Army and I've got to say the supporters have been terrific, not only to him but me as well, and he respects that."
Carr has mainly managed showbusiness figures like Kate Ceberano, Richard Wilkins and Mark Vincent.
He was criticised in some quarters for his negotiation strategy as Martin's contract situation threatened to detract from Richmond's premiership tilt.
But with the Tigers into the grand final and Martin's future secured, Carr is unapologetic for his approach and is unafraid of creating more waves on the AFL scene.
"I think negotiation from here on in is going to be different," he said, adding he had received interest from several prospective AFL clients recently.
"I think AFL footy has changed and the kids coming through have changed.
"Am I after more players? - of course I am. Will I manage 100 players? - no, that's not what I do.
"Would I like to get a few more of the elite? That would be nice."
Carr also manages Tigers youngster Shai Bolton and Greater Western Sydney's Nick Haynes.