Menace Roddick no badly drawn boy

They say the big-server is recognised by young kids and were only too pleased to have him as a face of their campaign to bring children into the sport.

They are not the first organisation to latch on to the appeal of A-Rod. Last Sunday, Roddick appeared in a tennis edition of The Weakest Link with Anne Robinson.

He was the only current player to feature and came over well, without suggesting he was Mensa material.

Roddick, 21, may dress like a skateboarder dude when he is not playing tennis but he is much more articulate and endearing than a monosyllabic teenager.

That has become clear over the last three years as he has become one of the most celebrated athletes in the United States.

He has featured in magazines from Rolling Stone to Vogue and been interviewed by Sir Elton John.

Roddick also recently guest hosted the American television show Saturday Night Live and was crowned sexiest athlete by People Magazine last year. As Andre Agassi and Goran Ivanisevic fade from a sport which has long bemoaned its lack of great characters, Roddick is being manoeuvered into position to take up the mantle.

He said: "I live this amazing life because of what tennis has given to me. It is as simple as that.

"I feel like it is one of my responsibilitiesto give back and help where I can. If I can do anything to help promote the game and make it bigger, then I will."

Roddick is cool, camera-friendly and has already dated a Hollywood actress, Mandy Moore.

He was hailed a hero after helping people clamber to safety when an Italian hotel he was staying in went up in flames last month.

The marketing men must love him, but no one can claim he is image over substance. Roddick can play.

The US Open champion and winner of Queen's for the last two years is the world No2 and yesterday progressed to the second round of Wimbledon at the expense of Wang Yeu-Tzuoo in straight sets.

It was Roddick's booming serve that ultimately proved decisive as he delivered 18 aces and had 41 unreturned serves.

"First rounds at Grand Slams are always a bit jittery," he said. "I don't ever feel totally comfortable. There's a lot of hype around the big events.

"Some players are not under any pressure in the first round because all they are trying to do is knock off a big name and that can create some interesting situations.

"There's a lot of room for improvement, but I was glad to use that builtup energy."

Roddick could meet Britain's No1 Tim Henman in the latter stages and top seed Roger Federer must be seen as his main threat on court.

But in the lucrative image stakes off it, neither man offers the American much competition.