With one of the world’s most famous tennis tournaments in full swing, we take a look at what this historic event can tell us about future proofing your brand.
Wimbledon is innovating. The 150+ year-old heritage brand, built on traditions such as strawberries & cream, grass courts and white uniforms, has launched an array of new digital experiences for 2023 including its ‘Race To Wimbledon’ game with online video gaming platform Fortnite and a rebrand of its gamified tennis experience, Wimbledon Smash, set on the virtual SW19 Grounds.
WHAT IS WIMBLEDON?
Founded in 1868, The All England Lawn Tennis Club is a private members’ club and organises and stages The Championships, Wimbledon. Ever since the first Championships in 1877, it has worked to build a tournament that has become the pinnacle of the sport and one that every player wants to win.
WHAT’S NEW?
Entry into Fortnite is part of Wimbledon’s ongoing expansion into the digital sphere, evolving the heritage brand beyond traditional expectations as it looks to “reward its current fans and attract new ones.”
And it sets a clear example to other brands about the need to innovate in new environments, with new technologies. No matter how big you are.
In 2022, the All England Club launched WimbleWorld on metaverse platform Roblox, receiving more than 12 million visits. With more than 80% of users aged under 24, WimbleWorld remains one of the most visited official sports experiences on Roblox.
New for 2023, Wimbledon has rebranded and updated its gamified tennis experience app, now known as Wimbledon Smash. The Wimbledon Smash game sees players control a racket to ‘serve’ a tennis ball and break as many bricks as possible, with rain, wind and surprise items affecting the game. The app features a year-round ‘campaign’ mode, where players can train and progress through different levels.
On July 3, a Championships mode was launched in line with the start of Wimbledon, which runs for a fortnight until July 16. Those who reach the top 10 on the leaderboard will be eligible to win prizes such as semi-final tickets for The Championships 2024 and a range of items from the Wimbledon Shop.
Wimbledon is also giving fans the opportunity to have their name displayed just feet away from Centre Court, as the Wimbledon Smash leaderboard will be shown on screens around the Grounds between 3 and 16 July. Bringing together the virtual and physical worlds in another world first for the brand.
During The Championships, fans can also take part in Wimbledon season on Tennis Clash, the world’s most popular tennis mobile gaming app. Players will be dressed in white match kit and be able to take to the famous grass of Centre Court.
“The magic of Wimbledon has reached many generations of fans in every corner of the world. With changes in the way people consume content and interact with sports events, it is important that we find new ways to reach them and convey what makes Wimbledon so special. We believe this range of initiatives, including Race to Wimbledon, will help us achieve this ambition.”
Chris Clements, Digital Products Lead at the All England Club
TAKEAWAY: Wimbledon is future-proofing its brand with digital experiences on Roblox and online video game Fortnite, enabling it to reach and engage with younger Wimbledon fans of the future but also innovate as a brand, keeping its place at the cutting-edge and pinnacle of the sport.
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