The women’s tour bears the name of Sony Ericsson; so does the biggest tournament in tennis outside the four Grand Slam events. And the world’s most photographed player – currently absent from action in both because of an unfortunately sore shoulder – has been lucratively tempted to change her endorsement affiliation from an arch market rival. Yet the man who has made much of tennis a mobile-telephone monopoly is moving on.

Dee Dutta, who affectionately refers to Maria Sharapova as ‘my girl’ and a year after the achievement of global equality in prize money is credited by the leaders of that particular fight as playing a decisive role, is set to shift his focus towards other fields.

When it comes to identifying the financial powerbrokers in corporate sport, this diminutive 48 year-old Indian who has served as Sony Ericsson’s powerbroker, stands out.

As a leaving present, doubtless partly in gratitude for the for the record $US88 million agreement to sponsor the WTA Tour struck at the beginning of 2005 but also for his tireless work to jump-start the sport and take it into new levels of public awareness, Dutta has received a Special Contribution To Tennis Award from the women’s game.

But while the Sony Ericsson WTA Tour chief executive Larry Scott eulogised the man he’s referred to as his doubles partner for the last two-and-a-half years, those in British tennis who are currently seeking a premier sponsor to provide much needed financial backing to the four summer tournaments at Queen’s Club, Eastbourne, Nottingham and Edgbaston, must lament their decision to ignore Dutta.

Seeking to describe Dutta’s legacy, Scott maintained: “There is no doubt in my mind that Dee’s vision in these last few years has helped take us both further and faster than we would have gone. He’s helped by being a catalyst in the successful campaign for equal prize money. To have a sponsor push changes for the sport is something that is unusual and very helpful.”

Such words may echo ominously around the Lawn Tennis Association’s headquarters at Roehampton as the search intensifies for a sponsor prepared to be as committed and proactive as Sony Ericsson.

Particularly as Dutta made it clear his company were more than willing to become involved with British tennis.

“I offered the Sony Ericsson hand to the LTA,” said Dutta. “I said to Roger Draper and his team that I am here for you. There was talk of having a great tournament pre-Wimbledon involving both men and women.

All sorts of venues were discussed such as Lords, Queen’s Club, Regents Park. Unfortunately nothing has happened in two years. I’m not interested in kicking people but I want to say to them they missed a great opportunity. We were ready to be there with them. Now it’s too late.”

Meanwhile Sony Ericsson’s commitment to the women’s tour, the tournament and Sharapova is contractually assured until 2011. And though Dutta will no longer be immediately involved he has set views on how the sport should progress through the upcoming years.

When Dutta first made his presence felt in the sport, he insisted there were three distinctive areas that needed to be improved. The first was the fan experience and he believes great moves have been made with the introduction of Hawk-Eye video line calling as well as other entertainment advances. He also maintained the player experience was in need of reform and the advent of equal prize money has satisfied that desire.

The major concern now he maintains is an improvement of the viewer experience and a better utilisation of television in portraying the sport. “Tennis is a sport that has got to take some bold steps,” he concluded. “Right now it is at the cusp. We are 60 per cent of the way through the necessary tennis revolution.

“It is no longer a poor sport. We at Sony Ericsson have helped bring in other money to the sport and now more sponsors are demanding activation rather than just handing the cheque over and sipping a glass of champagne. For Sony Ericsson the returns for tennis have been self evident. We have seen significant in growth in our brand, we have seen out sales go up through tennis related promotions. If Sony Ericsson doesn’t continue to utilise what we have got then shame on Sony Ericsson.”