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Sponsor experiences at Wimbledon 2018

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The Wimbledon Championships is a quintessential British tradition dating back to 1877, synonymous with strawberries and cream, smart dress codes and an absenteeism of commercial advertising around the centre courts and Grounds.

Watched by a physical and online global audience of 24.1 million people, Wimbledon is a highly desirable event to sponsor and endorse.

Wimbledon carefully select their sponsorship partnerships and only use blue-chip suppliers who add value to the ‘Wimbledon Experience’ and honour tradition. All branded associations must reflect the Wimbledon values and ethos and capture its spirit without taking anything away from the game.

As we tune into Wimbledon this year, we expect to see subtle sponsorship examples which add to The Championships rather than distract from it.

Here’s a selection of some of our favourite brand experiences from this year’s headline sponsors:

HSBC – Official Bank (2008)

For their 10th year sponsoring, HSBC has introduced a number of different initiatives to enhance the fan experience online and offline. With a dedicated Wimbledon page, HSBC demonstrates their passionate commitment to the game with their tennis training for young enthusiasts at the HSBC Road to Wimbledon National 14 & under Challenge.

When we think of Wimbledon, strawberries and cream spring to mind. And it’s no surprise considering audiences get through 166,055 portions![1] HSBC have tapped into this sensory tradition and will offer free strawberries and cream to all customers attending.

On top of this, while people are queuing they can join the tennis action and play on the HSBC Court 20 to win prizes. We love that fans can have an immersive game of their own before watching the competition – it’s a fresh, fun and interactive way to create a memorable and personal experience.

With any event, brands should think about the lasting legacy and how the event can live on. This is where the HSBC Fan Zone comes into play – families and friends can come together to have free photo experiences in the booth and get autographs from tennis champs!

 

Evian – Official Water (2008)

Photo credit: Evian

Wimbledon falls on one of the hottest fortnights of the British Summer, so it is imperative to keep players and audiences hydrated while watching the match.

Evian has enjoyed an established partnership with Wimbledon for the last decade, and reflects the event’s ‘refined style’ and ‘purity’. Tying in with their existing “Live Young” advertising, Evian has introduced a fun, emotive campaign called #WimbleYoungReporters. Young children reporters capture the spirit of Wimbledon and add a playful twist to classic tennis advertising.

Each day Evian will publish a 30-second video of its #WimbleYoungReporters interviewing tennis players and getting in on the live action, as it happens! We like how Evian’s Wimbledon initiative playfully continues the conversation left off from the “Live Young” campaign, where we saw Jean Yves Lemoigne’s eye-catching ‘two halves’ photography. We see #WimbleYoungReporters gaining real traction as we get further into The Championships and notice that Evian is already attracting high interest on social media.

Häagen-Dazs – Official Ice Cream (2016)

 

The ice cream brand has their finger on the pulse this year and know how to draw in the crowds with fun pop-up stands and ‘champion v challenger’ competitions. Fun, promotional videos add to their sponsorship mix with leading tennis names like Grigor Dimitrov and Sloane Stevens. Joining in with the competitive spirit of Wimbledon, Häagen-Dazs has also introduced a competition between two of their leading ice cream flavours: Strawberries & Cream and Cookies & Cream. It’s a clever way to be tongue-in-cheek and for Häagen-Dazs to mimic the action off-court with their lively debate on social media. It gives the brand a playful personality which builds engagement and brand loyalty.

Pimm’s – Official Partner (2017)

It’s Pimm’s O’Clock and they’re in our line-up because of their focus on inclusivity! Not everyone can make it to the grass courts of Wimbledon and many catch the action on public screens. Pimm’s have tuned into this insight and launched a number of Wimbledon-style garden pop-ups around the country including Bankside and Manchester. Gardens adorned with white, English rose flower walls, red and white deckchairs and outdoor screens create a Wimbledon atmosphere away from the courts. Tennis fans can enjoy the action with a Pimm’s in hand and soak up the infectious excitement in a relaxed environment. By creating a more immersive atmosphere, Pimm’s is ensuring fans are having an enhanced experience which they will surely capture and share.

Breakthrough brand experiences are what we do best, let’s collaborate

[1] https://www.wimbledon.com/en_GB/atoz/faq_and_facts_and_figures.html

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