Tennis fans around the World will have to contend with a huge sporting headache as the 2018 World Cup final will be primed to begin midway into the Wimbledon Final.
Some 44 per cent of United Kingdom said they won't be watching the Men's Final at all on the Sunday due to Andy Murray's absence from this year's competition.
With almost half (63 per cent) of consumers choosing to watch the World Cup final, brands looking to jump on the conversation taking place online will thrive by anticipating the second-screen commentary and analysis.
The clash of timings has been felt nowhere more so than in England, with Gareth Southgate's men now so close to reaching their first final since 1966.
The final will be played at the Luzhniki Stadium in Moscow.
The players (at the World Cup) are going to look up in the crowd and not understand what´s going on at Wimbledon! "It will stay this year, it will stay next year", said All England Club chief executive Richard Lewis.
The tennis final is scheduled for 14:00 BST on Sunday and the big football match kicks off two hours later.
But Wimbledon organizers are keeping a stiff upper lip, refusing to show any football on the tournament's big screen, in an attempt to reign in any ungentlemanly behavior.
Wimbledon's courts emptied as England faced Sweden and fans watched from smart phones or tablets.
Mr Lewis, who described it as "one of the special days at the Championships", said: "We had superb tennis going on and we were benefiting from modern technology where people were able to follow the football and enjoy it, without disturbing other people".
Fans are being treated to a hectic day of tennis at SW19 on Manic Monday, with world number one Rafael Nadal and three-time champion Novak Djokovic also due to play.
"You can tell when England scored and it was wonderful but we didn´t receive any complaints that the enjoyment of tennis had been spoiled".
That game was broadcast on the big screen at the Wimbledon grounds.
"They'll hear every point: 'Wow, love-15, 15-30'".