Some companies get involved with the World Tour Finals and then decide to increase their affiliation with the tour throughout the year.
More than one million fans have walked through the turnstiles in the four editions, helped by a capacity of 17,800 that makes the O2 arena the second-largest regularly used tennis venue behind New York's Arthur Ashe Stadium.
Operating two sessions -- day and evening -- pads the coffers. Tickets to watch a single round-robin match range from £10-62 ($16-98), while seats for the final are £30-105 ($48-167).
"People want to be part of the event," said Silva. "They see how successful it is. They see the tour operates in a very successful way throughout the year and end up becoming global partners."
Come the conclusion of 2015, London's term will hit seven consecutive seasons, a run only bettered by New York, which had an unbroken spell from 1977-1989.
With tennis a younger sport in China, crowds for opening matches disappointed, the time zone presented problems for broadcasters and viewers in Europe -- tennis' biggest market -- while players faced the long trip to Asia following the European indoor swing.
London lacks those issues, though players have complained about Britain's tax laws -- which restrict the number of days they can be in the country before being rated on their overall income.
The O2 is "one of the best venues ever" according to veteran doubles specialist Leander Paes, this week teaming up with Radek Stepanek.
"Playing in there, the acoustics are phenomenal," Paes, who turned pro in 1991, told CNN. "The crispness of it makes the quality of tennis so high."
Pondering the achievement of the event in London, Davies spared a thought for former ATP head Etienne de Villiers.
De Villiers was criticized for implementing a round-robin format at smaller tournaments, and the ATP was taken to court during his 2005-08 tenure for attempting to strip a German event of Masters status.
But De Villiers spearheaded the shift to London from Shanghai in 2009.
"People have short memories," said Davies. "It was a very bold move. The O2 wasn't an established venue and it had a slight miasma about it.
"To back ourselves and say we know we can build an event here, find sponsors and fill it with an audience really that has just had Wimbledon, outdoors ... we're going to take that tennis-loving public and tell them to watch tennis indoors -- it was a big decision."