There was plenty of high-class tennis to enjoy in London's O2 Arena on Sunday despite this match acting as a taster for the evening's main event between Roger Federer and Rafael Nadal.
Another way of raising revenues has been staging more events, including the high-profile staging of the ATP World Tour final at the O2 last year, which will be repeated this year.
"This ground-breaking deal... will see us deliver high-quality connectivity across London in time for London 2012, " said Derek McManus, chief operating officer for O2.