Serving Up Winning Campaigns: What Wimbledon Teaches Us About Marketing Mastery
Intro
Wimbledon isn’t just a tennis tournament; it’s a British institution. In 2024, the BBC’s coverage of Wimbledon was streamed 50.2 million times on iPlayer and BBC Sport online during the two-week competition, with a peak TV audience of 7.6 million viewers
Netting the whole market of interest
Wimbledon doesn’t just speak to tennis fans; it casts a wide net. From die-hard followers of the sport to casual watchers, lifestyle lovers and celebrity spotters, the Championships have become a cultural event as much as a sporting one. In 2024, the tournament saw a record attendance of 526,455 guests over the fortnight.
Major brands recognise Wimbledon as a prime opportunity to showcase their products. Official partners include Evian, Ralph Lauren, IBM, Pimm’s, Stella Artois and Lavazza. These partnerships align with Wimbledon’s premium image and offer global exposure.
They build full-scale experiences that align with Wimbledon’s polished image while getting in front of a global audience. Whether it’s Evian’s refill stations, Ralph Lauren’s player kits, or Pimm’s pouring jugs in the hospitality suites, these activations are all designed to connect with specific audience segments and make it look effortless.
There is also the celeb pull. Wimbledon’s Royal Box and courtside rows are packed with actors, athletes, designers and influencers. Their appearances make headlines in glossy mags and TikTok feeds alike, feeding the narrative that Wimbledon is the place to be, not just to watch tennis, but to be seen.
This mix of premium brand alignment and celebrity attention helps Wimbledon feel both exclusive and accessible. But it’s a balancing act. Go too heavy on the lifestyle image and it risks losing credibility with core tennis fans. Relying too much on heritage can make one feel stuck in time. So far, though, they’ve handled it well… blending global exposure with a curated Britishness that keeps people coming back year on year.
Masters of Social Media growth
Wimbledon’s digital presence has grown significantly. In 2024, it became the top media outlet, with 82 million total actions and 500 million video views. The tournament’s strategy included posting 1,043 pieces of content over 14 days, resulting in nearly 1 million new followers across platforms. For marketers, it’s a reminder that consistency, speed and storytelling matter. It’s not just about showing up. It’s about showing up in the right way, at the right time, with content people want to engage with.
Queuing is part of the fun – apparently.
The Queue is an integral part of the Wimbledon experience. Fans camp overnight for a chance to purchase on-the-day tickets.
The Queue Village isn’t just for convenience, it’s a stage. There are food and drink stalls, branded activations, live tennis on big screens and a buzzing atmosphere. You’ll see everything from influencer partnerships to sponsor led experiences from brands like American Express or Evian, all designed to keep people engaged and excited way before they get into the courts.
By turning the wait into part of the day out, Wimbledon creates anticipation that feeds into the wider brand story. It’s old-school British queuing, reimagined as a social and marketing event. And with fans posting tent selfies and sharing their journey to the courts, The Queue becomes free promo: year after year.
Ace your Brand strategy with MBC
Wimbledon’s ability to seamless blend heritage, celebrity culture and brand partnerships into one cohesive experience exemplifies modern marketing. At MBC, we specialise in creating integrated campaigns that capture precisely this kind of broad appeal while remaining true to our clients’ core values
Whether it’s activating premium brand partnerships, managing social media to enhance engagement, or designing immersive customer experiences that generate buzz and loyalty, our team understands how to craft stories that resonate with diverse audiences. Like Wimbledon, we believe in turning every touchpoint into an opportunity to connect and establish lasting brand relationships on both local and global stages.