Wimbledon is one of the most prestigious and loved events within the sporting calendar, and with VIP seating being reported at $500,000, it is one event where consumers and brands are willing to spend thousands.
The iconic championship has become a centre court for brands rallying to take advantage of the moment in British summertime. By giving brands a chance to associate themselves with one of the most prestigious grand slams in tennis, Wimbledon becomes a cultural moment where sport, fashion, luxury, food and heritage collide. For two weeks, the tournament dominates socials, style and conversations, creating a rare opportunity for brands to tap into sport, heritage and luxury all at once.
Whether through limited-edition product drops, experiential pop-ups or playful social content, brands are increasingly using Wimbledon as a canvas to celebrate British summertime.
Here are some of our favourite ways that brands have turned up for the tournament.
Babolat
As an absolute icon in the tennis world in terms of equipment and sport style, Babolat has really tapped into the Wimbledon season. Ahead of the tournament, the brand teamed up with Christy, the English luxury homeware brand, to host a grass court activation with Cam Norrie, alongside seating to watch the actual tournament.
The brand has also posted an array of fun Wimbledon inspired posts on socials, such as declaring the brand, “Strawberries and Cream Ready,” in a nod to the championships iconic pairing, as well as pictures of players enjoying the snack with a very British cup of tea.
Ralph Lauren
As the first designer in the history of the Championships to partner with The All England Lawn Tennis Club and outfit all Wimbledon on-court officials, there is no doubt that Ralph Lauren would go all out each year for the championship.
The heritage brand has gone above and beyond, hosting an array of activations, such as their Sloane Square takeover, which saw a gigantic Ralph Polo teddy bear made out of the court’s iconic grass, a Ralph’s coffee stand, and Ralph x Wimbledon touchpoints throughout. Ralph Lauren’s New Bond Street flagship has been redesigned to celebrate the brand as the official outfitter of the championship. They have also partnered with actor and British icon Tom Hiddleston for semi-animated shorts featuring the bear for a Wimbledon-themed mini-series.
And it’s not just in the home of Wimbledon that the brand is tapping, Ralph Lauren has opened grass courts in Central Park for US fans to experience the buzz of the English championship. They also transformed their Madison Avenue flagship, featuring ball boys, ball girls, and umpires dressed in the official Ralph Lauren, Wimbledon kit.
Evian
As the official water supplier and sponsor to the tournament, Evian has come out with limited edition bottle bags in celebration. Reimagined by British artists, the bottle bag celebrates the tennis festival as well as the 200 year anniversary of the brand itself, with only 200 available to the public, the limited edition accessory has fans in a frenzy.
Lanson
Having sponsored Wimbledon for 48 years as the Official Champagne Partner, Lanson leans into what it does best: quiet luxury. The champagne brand opened an exclusive champagne bar, on the top floor of Oxford Street’s John Lewis to escape the hustle and bustle that Wimbledon brings. 1864 Rooftop Bar and Kitchen is dedicated to fans who want to watch the matches away from the crowds and enjoy a glass of the good stuff in the process.
Stella Artois
As the championships official beer sponsor, Stella Artois has done something that has intrigued beer fans all across the globe. By paying homage to Wimbledon’s iconic dessert pairing strawberries and cream, the brand has released a lager that follows suit. And this isn’t all, the brand has also followed and tapped into another of Wimbledon’s timeless traditions, the all white rule. By removing all their branding colours from their lager cans for the tennis festival.
Odd Muse
If there’s one thing other than the tennis that people look forward to at Wimbledon each year it’s the fashion, and fashion brand Odd Muse has become synonymous with courtside fashion.
Therefore, it made perfect sense when the brand released ‘The Odd Muse Courtside Club’, a collection of tennis perfect outfits that are all centre court approved. Featuring green and white pieces that mirror the tournament’s grass courts and all white dress code, the brand hosted an intimate breakfast with friends of the brand to celebrate the launch.
The Peninsula Hotel
Over the course of the tournament, the hotel is serving a Wimbledon-themed afternoon tea, set with neon green tennis ball sweet treats, alongside the tournament’s iconic strawberries and cream.
Claridges
Another hotel leaning fully into the Wimbledon spirit is London favourite, Claridges. Decorating their hotel with florals in the iconic tournament’s colours of purple, green, and white to celebrate the championship.
Nike
To announce Serena Williams’ return to tennis via Wimbledon, Nike dropped a hilarious tongue-in-cheek short. Featuring LeBron James, the short follows a pitch for a television doc that showcases Williams’ legacy across tennis, as she rejects the deal that she can’t and is needed back on court.
In the first week of the tournament, Williams was knocked out, giving Nike a chance to pay homage to the value and legacy she brings to tennis with a social media post titled “Serena Plays, Tennis Wins.”
Addison Ross London
Home accessories brand Addison Ross created an array of Wimbledon-themed tablescapes with a curated edit featuring neon tennis ball-themed salt and pepper shakers and Wimbledon colour-themed table settings.
M&S
Last year, M&S sent fans into a frenzy with the limited edition release of their Red Diamond Strawberries and Cream sandwich, which left fans confused as to whether this was genius or food crime. This year the shop has brought back the iconic sandwich, as well as a new release, which plays off of this year’s latest pistachio craze, the Chocolate, Strawberry & Pistachio Creme Sandwich.
Ellison Studios
Homeware brand Ellison Studios deemed itself the unofficial seating sponsor of Wimbledon on socials, showcasing one of its sofas on a tennis court as balls are hit at it in a creative twist on the tournament.
Miu Miu x New Balance
For a second collaboration, Miu Miu and New Balance have reunited with Coco Gauff for a collection that can be seen on court and is available for consumers to shop. The partnership reimagines the classic Wimbledon all-white tennis tradition into something inherently feminine and chic, inspired by vintage designs. Alongside this collection is also an updated pair of 530 SL tennis sneakers available in both ivory and brown leather.
