James Blake started off his 2012 Wimbledon campaign with a new clothing sponsor, this time the Southern California-based Travis Mathew, a primarily golf-based label that's been around since 2008. (His previous sponsor was Fila, with whom he collaborated on a line of clothes inspired by Blake's own style, called Thomas Reynolds; Blake does love his names-as-brands, doesn't he?)

“I am really excited to be partnering with Travis Mathew,” said Blake through a press release. “I love their clothing, and believe that they will quickly become a mainstay in the closets of tennis fans everywhere. Plus I really enjoy playing golf in my down time, and now I have the perfect attire for both work and play.”

The polo Blake's wearing during the fortnight is the same time of signature white polo that TM golfer Bubba Watson wore during his run to the Masters title this Spring.

Wimbledon: James Blake lost to Benjamin Becker in the first round of singles play 6-7(4) 7-5 6-0 6-4. He is still in the doubles draw with Sam Querrey. (Draw: Men's Doubles)