This week's Memphis event has launched a search for a new sponsor from 2013 in hopes of giving the indoor tournament new life. The current sponsor, local financial house Regions Morgan Keegan, is on a one-year deal.
Now the race is on for officials in the Deep South city to find a lifesaver who is willing to foot the bill for both tournaments. While the hunt continues, officials are tight-lipped about the effects of a less-than-ideal outcome.
The challenge is not putting off Memphis officials. Tournament director Peter Lebedevs told the Commercial Appeal newspaper: "We've worked hard at trying to find somebody (sponsor). It's just a difficult position, difficult time.
"Right now, we're in the middle of the tournament and focusing on the operation and making sure that tennis is great this week. I'm assuming everything is going to be going forward and we're going to be successful," he said. "I'm not even thinking about that."
The US stock market may have cracked the 13,000 barrier for the first time since the depths of the financial meltdown in 2008, but the businesses in the world's biggest debtor nation hardly have cash to flash on an event which has to compete head-on with the glitzy setup of a WTA tournament the same week in the well-branded and Gulf emirate of Dubai.
Dubai follows up with a one-two punch through next week's ATP event headed by Roger Federer and Novak Djokovic and featuring Andy Murray.