The annual Queen's tennis tournament may be moving away from its image as a corporate event, according to Roger Draper, the Lawn Tennis Association's new chief executive.
Following Mr Draper's appointment in the role of chief executive, he has suggested that the south London event could focus more on attracting children to the game of tennis.
However, Mr Draper indicated that he would be aiming to get more tennis tournaments to the UK, which could present further opportunities for corporate events and sponsorship.
With the Olympics scheduled to take place in London in 2012, the games' organisers are looking to boost the amount of world-class competitions in the capital during the next few years, he said.
Commenting on Queen's, Mr Draper remarked: "It's a very corporate event, but it's one of the few that we have to promote the sport."
"It struck me here [at Queen's] this year that there was Rafael Nadal here with 7,000 city boys and posh totty watching," he added.
Australian Leyton Hewitt won this year's Queen's tournament, beating American Jamie Blake in the final.