As a national institution and one of the most prestigious events in sport, Wimbledon commands a substantial audience of domestic and avid tennis fans every year.

But to deliver significant audience growth in 2025, Wimbledon needed to reach beyond its established fan bases and cut through with less saturated, tennis-neutral audiences.

Driven by audience insight, Wimbledon deployed a social strategy designed to engage the markets and fan personas identified as having the most growth potential, building relevance with them by connecting their broader interests (e.g. fashion, celebrity culture and wider sport) to Wimbledon itself.

The results? Record-breaking unique audience growth (+37% YoY) and social engagement metrics, including 5bn impressions (+69% YoY), 149m engagements (+29% YoY) and 2.9bn video views (+80% YoY), demonstrating that Wimbledon is more – much more – than just tennis.