It's game, set and watch for 30 million pound man Roger Federer and another huge victory for his sponsors
Second richest global athlete after Tiger Woods
Netted 30 million from commercial deals in 12 months
Earns 19 million a year from sponsors including Nike, Rolex and Wilson
Total career prize money 45 million
14:39 GMT, 11 July 2012
Did you know the Wimbledon Men's final had two winners on Sunday
While Andy Murry's fans were still licking their wounds after defeat, the Swiss watchmaker Rolex published adverts across British newspapers and magazines congratulating Roger Federer – and Rolex – on a joint victory.
Murray's sponsor watchmakers Rado – also Swiss – must be feeling a little, well, wound up.
Suits him: Rolex signed Federer for 10 million in 2006
As seen on: Rolex released adverts celebrating Federer on his Wimbledon victory just minutes after the match finished
Still, Rolex's success hasn't come cheap. The brand bought Federer's allegiance for almost 10 million in 2006 in what is thought to be the world's most lucrative watch deal ever signed by an athlete.
And seven times Wimbledon winner Federer clearly gives his timepiece some attention.
While Murray was gathering his thoughts immediately after his defeat, Federer was wrapping his Rolex Oyster Perpetual Platinum around his wrist, no doubt so that it could be photographed when he held up the winner's trophy.
Indeed, just one minute and 28 seconds elapsed between Federer's victory and the click of his watch fastening.
Even in the excitement of accepting his 17th grand slam trophy, Federer knew better than to forget his multi-million pound sponsor.
Champion: No sign of a watch as Federer comforts loser Murray on court at Wimbledon
Winning team: The champ shows off his trophy and shiny platinum Rolex to millions of fans worldwide
Federer is one of the few sports players that has been able to match his on court success with off court commercial clout.
According to U.S. business magazine Forbes he made almost 30 million from endorsements, exhibitions and appearance fees over the last 12 months and currently has the most impressive portfolio in sports, earning 19 million from nine sponsors including Nike, Rolex, Lindt and Credit Suisse.
This makes him the richest athlete in the world after Tiger Woods.
Tick: The Swiss player keeps sponsors Nike happy in a branded headband
And 13 million a year richer than his closest rival in the sport Rafael Nadal.
Both men can command around 650,000 for exhibition matches.
But Federer’s long-term agent Tony Godsick at IMG puts his client’s huge money-making ability down to his passport rather than his prowess on the court.
‘What makes him so attractive for all the big companies is the fact that he is Swiss.
‘Switzerland is a small country with which one associates loyalty, luxury, precision and perfection.
‘It’s as though his country’s neutrality makes him a global citizen.’ he said.
Regardless of his travel documents having won his seventh Wimbledon title some experts believe that 30-year-old Federer is now at the peak of his marketing value, and that the deals are likely to dry up as soon as he starts losing.
Zurich marketing expert Cary Steinmann thinks the 17th Grand Slam title could be his last.
“If I was Roger Federer, I would retire immediately. This would secure him a spot among the greatest athletes of all time”.