I notice that Google has created its own content area for Wimbledon with a few gadgets. Nothing wrong there, except that they are advertising in Adwords and the only other Adword currently showing under the phrase "Wimbledon" is the official ticket seller.
Now – I would have assumed that there would be many many companies in the UK or targeting UK users who would want their adverts appearing right now for the search phrase "Wimbledon". Other newspapers, sporting sites, Tennis sites for example. So why – in the middle of Wimbledon – is there almost no advertising on the phrase? A cynic might say that Google are looking at how they might further control content, by preventing would be competitors from advertising on Google’s turf.