A masterclass in turning a sporting event into a cultural brand

Wimbledon may be the world’s oldest and most prestigious tennis tournament, but it’s also one of the freshest, especially online. What was just a sporting event has evolved into a cultural moment, thanks to sharp storytelling, a more relatable tone of voice, and a digital strategy that blends tradition and luxury. Think: Chanel meets Centre Court. Strawberries and cream, with a playful wink.

Owning the relationship

With hundreds of millions of people watching globally, Wimbledon saw that most of that audience belonged to broadcasters. The challenge? Build a direct relationship with fans and reach new ones. The solution? Tell better stories more often.

Tradition with tempo

Wimbledon operates like a luxury brand with a defined annual rhythm. Its narrative unfolds year-round and peaks each July like a long-anticipated collection drop. Three weeks of build-up during qualifying, two weeks of championship play, and one week of wrap-up and post-event glow. But storytelling doesn’t end there. Wimbledon wants to be a year-round brand, and the goal is to keep the spirit alive 365 days a year. Take a look at its social channels, it’s the MVP by far.

Social media: the power player

Wimbledon’s social media feels more like a fashion house than a sports account. It’s polished, elegant, but never stiff. In 2024, according to reports, Wimbledon saw a 31 million increase in digital engagement year-over-year, reaching 190 million actions and 500 million video views (source: comScore.com). So, what stories did the brand share? Well, it is a carefully curated mix of:

Celebrity pull, pop culture power, and partnerships

Star sightings: Zendaya, Tom Cruise, Julia Roberts, plus a standing ovation for the Princess of Wales.
TikTok gold: A candid shot of Sir David Attenborough next to David Beckham racked up 1.3M views.
Organic partnerships: With brands like Ralph Lauren and Evian, which range from events to outfits.

Social videos with heart: Overheard at Wimbledon
The 2024 series, “Overheard at Wimbledon,” gave fans an authentic peek into real courtside conversations that showed humour, humanity, and heart. It was like Gogglebox, but at Centre Court, and I loved every single one!

Changing the tone

Since 2019, Wimbledon has been refreshing its voice, ditching the overly formal tone for something more approachable and inclusive. Now, across all of its platforms, Wimbledon’s voice feels more human, relatable, and more in sync with its social presence.

Match point

I am one of the worst tennis players on the planet, but every year Wimbledon hooks me. Sure, the matches are great, but I love the off-court buzz: fashion, food, fun, and celebs. By spotlighting these stories, Wimbledon is doing what Netflix’s Drive to Survive has done for F1, pulling in new fans and securing the sport’s future amid rising competition from Padel and Pickleball. Thoughts? Let me know.

Serving stories: Wimbledon.