The Wimbledon tennis championships have swung into action, and as is traditional, so has the rain. So what is a tennis player to do when they can't play in the most prestigious tournament in the world? Get blogging of course. 

Today's The Times newspaper reports that the new young generation of tennis stars, including Scot Andy Murray are all adopting the power of blogging to explain their performance at SW19 and to inform readers of everything from the quality of restaurants they are visiting, what's on their MP3 players and even details of dates!

Patricio Apey, Murray's manager, told The Times as rain stopped play on the first day that he was "going back to write his blog". Its not just the players who see the power of blogging, men's tennis governing body the ATP has recruited players to blog for it.

In an age of celebrity worship blogs from the stars themselves certainly adds a level of accessibility to the sport, which has been dogged by sexism stories regarding different pay rates, but as The Times' reporter states, sports stars are brands today and blogging enables the players to control the message around their brand as they can deny news stories and communicate directly with those most closely associated with their brand.