You don’t have to be a tennis aficionado to know all about the Wimbledon Tennis Championships. It’s the oldest, most famous tennis tournament in the world, and has been running since 1877! Wimbledon remains a huge part of British heritage, and comes with many quaint traditions (Pimm’s and strawberries and cream spring to mind!). With its gates opening imminently (on the 29th June), it got me thinking about how it has managed to attract audiences from every corner of the globe, the best part of two centuries after it begun…
Be proud of your heritage
Wimbledon is always reminiscing about its history and winners from years gone by. Brands should learn from this, and remind audiences of its longevity; a well-established business always breeds confidence, so sing about it from the rooftops.
Change with the times
When you’ve been established for as long as Wimbledon has, things are naturally going to change around you. Wimbledon recognises that it’s no longer just devoted tennis fans who watch the tournament – there are other demographics who have engaged with the brand. A staggering 17.3 million UK viewers tuned in to watch the Murray vs Djokovic final in 2013! Wimbledon revamped its brand in 2012 and is continually updating its website and social media channels.
Wimbledon knows what it is and what it stands for and shows consistency in its brand message; when it comes to brand representation it is crystal clear. This is the case with every aspect of the brand – from its tone-of-voice to insisting all players wear white outfits!
Given the reach, there’s not a brand in the world that wouldn’t consider a sponsorship with Wimbledon. However, it never sells itself short – it knows who it wants to be associated with and where it sits in the marketplace. Regardless of the price, you’d never see Wimbledon being sponsored by McDonald’s!
Have I missed anything? What else do you think we can learn from ‘Brand Wimbledon’?