Entered By: VCCP

In 2025, Wimbledon faced a hyper-fragmented entertainment landscape: media growth increasing sevenfold while consumption hours plateaued. Within this competitive attention economy, our challenge was to ensure our heritage is an asset and not a barrier to new audiences. Elevate our prestige but not be a ‘distant’ institution to enable Wimbledon to be a culturally-resonant, ‘must-share’ brand for a global sports fan audience.

“There is only one Wimbledon” delivered a masterclass in creative consistency and emotional connection. By embracing the psychological intensity of players and the vibrant culture surrounding the sport of tennis, we drove a record-breaking unique audience of 731 million – +9% YoY increase that outpaced the industry average. With further localised activations like ‘The Hill in New York’ and a best-in-class social strategy, we didn’t just grow our reach; we deep-rooted Wimbledon in the cultural zeitgeist, proving that while there are many sporting events, there is only one Wimbledon.