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.
