Tennis finally has the chance to keep everyone on the bandwagon

By September, Wimbledon hysteria will be distant memory of the summer - a nice distraction while there's no footy. Hardly, therefore, a sponsors dream.

Wimbledon offers a massive spike in interest but for the sport to really appeal to sponsors it needs a year round narrative. Everyone loves a good story don't they?

Some sports, like football and rugby, are lucky in that their schedule lends itself to a narrative - where would we be without all that Ferguson vs. Benitez stuff? - while others such as golf, tennis and horseracing tend to attract mass interest around a few major events.

However, the ATP has realised the value in maintaining year round interest and the sport now has a major opportunity to grow in the UK with the ATP World Tour Finals to be hosted each year in November at The O2.

The event will feature the men with the most points accumulated over the season, slugging it out to be crowned World Champion.

The horseracing community has cottoned on too with the development of the 'Sovereign Series' which begins next year and will crown an overall winner for points accumulated over the flat season. Golf has re-worked of the European Tour - now 'The Road to Dubai'.

Andy Murray will keep the country on the edge of its seat for the next fornight with any luck - but let's hope tennis now grabs its opporunity to keep that interest going into the winter months and beyond.

Olympian on training, 2012 and the Marketing Industry Triathlon

He may have dropped his training down from up to 6 hours a day to one as he focuses on his medical career but Beijing Olympic gold medallist Dr Tim Brabantst will be the men to beat come 10 July at Dorney Lake, Windsor.

What triathlon experience do you have to date?

I've done two so far and managed to win them both. I'm not sure what the times were but they were both at the Sprint distance (750m swim, 20km bike, 5km run).

Do you do any particular preparation for a triathlon?

No, we do a lot of swimming and running as part of our kayaking training so I don't do any special preparation. It's what makes triathlon really good - pretty much anyone can do it.

Which part of the race do you enjoy the most?

I enjoy the swimming but I wouldn't say I'm the best at it. The run is good also as you can really make up some time.

And are you going for Gold in 2012?

Yes, I'll need to start training seriously again from February next year. For now I'm moving my medical career forward. I did the same after Athens in 2004 and gave my mind and body a rest - I then had the best three seasons of my career.

Do you have any superstitions?

None at all. I'm a very simple person. The one thing I do is to make sure I pack everything the night before and get a good night's sleep

Any advice for the competitors at the Marketing Industry Triathlon?

If you know what distance you are doing then get used to doing it at a certain pace in training so it's not a shock to the system on the day. If you train at that speed or slightly above then you know you can do it during the event itself.

Having worked in the medical tent at last weekend's successful Nokia Windsor Triathlon, Tim is now champing at the bit to be among the competitors at the Marketing Industry Triathlon.

To see how you measure up against an Olympic champion, sign up to the race at www.marketingtriathlon.co.uk

At least one team in Manchester is having a good week

Since segments of Manchester United support decided American ownership was so disagreeable that they'd rather set up their own club the Red Devils have amassed two league titles, a European title and world title... and they won the Carling Cup.

Football Club United of Manchester may sound like a muddle of random football themed words but the break away club seems to be doing alright themselves as well.

Formed in 2005, the club is now planning its first stadium and has launched an open tender to find designers or architects to create the facility.

According to reports, the club has approached two design and architech supporters to draw up separate proposals for a stustainable stadium with a capacity of 7,000.

And while Manchester United prepare to wave goodbye to Cristiano Ronaldo, another Manchester United legend Eric Cantona has (apparently) said he’d consider pulling on his boots for FC United of Manchester.

Eurosport to capture Marketing Industry Triathlon including Olympic champion Tim Brabants

We are delighted to announce that Eurosport will be filming the inaugural Marketing Industry Triathlon.

The broadcaster, who will be putting together highlights of the day for online viewing, will also be entering a team of triathletes in the team relay event.

Furthermore, competitors at the race will be able to see how they measure up to a 2008 Beijing Olympic games Gold medalist.

Kayaker Tim Brabants will be be racing at the Marketing Industry Triathlon. Tim, who will also be at the Nokia Windsor Triathlon this Sunday, is challenging all around the Olympic distance at the event.

Places are now going fast, particularly for our team relay event, but there is still time to sign up.

So get involved at http://www.marketingtriathlon.co.uk/, set the Sky+ to record and get yourself down to the start line on Friday July the 10^th.

England's Marmite sledges Australia's Vegemite ahead of the Ashes.

Notes to Editors tagged on the end of press releases are seldom worth reading. But thanks to Gemma for being hawk-eyed enough to spot this one!

As we exclusively reported last week, Marmite has teamed up with Marston's to launch a Marston's Marmite for the Ashes series this summer.

According to the release, the limited edition product is:

‘A sensuous dark brew which allows Pedigree's natural ingredients to shine through: the softness and delicacy of its ‘free-range' yeasts; the smoky, mellow complexity of the oak barrels in which it is matured; the floral orange flavours of its Goldings and Fuggles hopes; and the chewy caramel sweetness of its Maris Otter barley malts. Subtle, complex and with a long, spicy finish, this is a truly English affair. Every Marmite and beer lover's dream.'

And Vegemite?

‘Vegemite is made using enzymes to split open the yeast cells from waste obtained from the Cartlon & United brewery'.

Howzat!!?

Karen Earl: ‘Sponsorship won’t exist in 25 years’

A lot has changed in the 25 years ago since Karen Earl, chairman of the European Sponsorship Association (ESA) and Synergy set up her sponsorship agency in her own name. 

Over the years the term sponsorship has increasingly become outdated and Earl believes will eventually be replaced with terms more representative of what the industry is really about.

Terms such as partnership will become the rule rather than the exception. And I’ve had enough slaps on the wrist from Locog about referring to its partners as sponsors in my news stories to agree whole heartedly with her prediction. So, I guess that means the ESA itself will need a rebrand in coming years. ‘It’s on the to do list!!’, says Earl. 

In the future, Earl argues, rights holders will work even more closely with their partners than they do today and that how rights holders operate will fundamentally change. While for their part brands will increasingly look to create – and thereby own - their own content. Earl prefers to look forward rather than at the past, but reflecting on the past 25 years she notes how sponsorship has gone from being on the periphery to being a central part of the marketing mix. ‘I’m no longer trying to sell the idea of sponsorship to clients. Today it’s about helping people do it better.’

Read Karen Earl in her own words