World of Tennis: Andy Murray reluctant to cash in on his fame

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We are entering the time of year when Andy Murray becomes the single most high-profile sporting figure in the country, probably more than usual after his creditable semi-final showing at the French Open.

Yet the world No 4 is still reluctant to fully cash in on this status as Wimbledon looms, as evidenced by the fact that he still has only the minimum of personal sponsorships to his name.

Murray (assuming he is fit) goes into the AEGON Champonships with merely his adidas clothing deal and Head racket contract, which are worth around £3million between them.

Fit for a Queen? Andy Murray in training ahead of the AEGON championships

Although his website points to a long-term partnership with Royal Bank of Scotland, I understand this has actually been in abeyance, with a new agreement likely to be formalised in the next few weeks. Deals with Highland Spring water and the David Lloyd clubs expired at the end of last year.

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It seems that the man who cuts his own hair and is happy to use the Metro in Paris rather than a chauffeur is reluctant to play the corporate game like many other sportsmen.

He is in a particularly strong position right now with the Olympics approaching, as  companies are keen to associate themselves with high-profile GB athletes involved in The Games. Sports marketing experts point out that there are presently only three British participants with serious international 'reach' - Paula Radcliffe, Zara Phillips and Murray.

Those close to him say the 24-year-old Scot is 'relaxed' about not maximising his earnings, because he feels he has sufficient money and he treasures his time off to such an extent that he does not want to get involved with any commercial partnership that might be considered a drag.

Naturally, many of the demands come in the lead-up to Wimbledon, the busiest part of the season.

Given that he is not universally popular with the public some firms will shy away, but there have been offers. One representative of a major blue-chip company was recently interested in signing up  Murray, but felt that the sums being demanded by his management were so high it was almost as if they were being quoted as a deterrent.

Through prize money, appearance fees and existing sponsorships Murray already earns around £7m per year. And, not unreasonably, it appears he feels that this is quite enough.

Felgate's future star

A familiar face around the French junior tournament was that of David Felgate, former coach of Tim Henman and national training supremo at the LTA, who is now concentrating on bringing through outstanding junior prospect Donna Vekic of Croatia.

The 14-year-old, who trains at the Dukes Meadows centre in west London, got to the last 16 of the girls's singles before being knocked out by the second seed, has already reached a final of a 'Futures' level professional tournament and is in the top 40 of the world junior rankings.

Remember me? Tim Henman's former coach David Felgate (left) was spotted in Paris

As reported last week, there is not a single British female in the top 100 of these, and as Donna has lived in London for more than three years, is a confirmed anglophile and speaks like a native you cannot help wishing she might one day change allegiance.

There is no immediate prospect of this happening, according to Felgate. Nor is there any likelihood of him returning to the British coaching ranks - firstly because he is committed to bringing Vekic through, and secondly because he is one of those on the side of the unfortunate divide which means he is persona non grata at the Lawn Tennis Association.

S'il vous plait: A plea to Paris

So farewell to a cracking French Open, with the hope that the tournament will come to its senses over scheduling next year.

Twice matches involving top players - Novak Djokovic, Juan Martin Del Potro and Andy Murray - became second day shootouts after being held over because they were put on too late.

There was nearly some serious embarrassment on Friday night when Djokovic and Federer finished their semi-final in bad light at 9.37pm.

What a match... if you could see it: Roger Federer and Novak Djokovic's epic semi-final ended in near darkness

And all because the schedule was put back from 1pm until 2pm so Parisian troughers could finish their lunch and there would not be embarrassing empty corporate boxes courtside.

The Australian and US Opens have already compromised their integrity with late matches and semi-final programmming for TV purposes - it is not a reputation Roland Garros wants to acquire.

Brit of the week (an Andy Murray-free zone)

Jamie Murray, for reaching the mixed doubles semi-final of the French Open with Nadia Petrova.

Hint: can we have some singles contenders next week, please?

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