Marketing Briefing: Brands Set To Focus On Influencer And OOH Activity At Wimbledon

As the world’s top tennis players descend upon the All England Lawn Tennis Club for the 2023 Wimbledon Championships, brands are gearing up to capitalize on the global sporting event’s massive audience and prestige. This year, marketers are shifting their focus towards influencer partnerships and out-of-home (OOH) advertising to reach the coveted Wimbledon crowd.

Influencer Marketing Takes Center Court

Influencer marketing has become a staple of Wimbledon’s marketing landscape, with brands recognizing the value of partnering with social media personalities who can reach and engage with the tournament’s affluent and fashion-conscious audience. This year, expect to see a surge in influencer partnerships, with brands leveraging the reach and influence of popular tennis enthusiasts, lifestyle experts, and fashionistas.

Brands such as Ralph Lauren, Nike, and Jaguar are likely to partner with influencers to showcase their Wimbledon-themed products and experiences. These partnerships will not only drive brand awareness but also provide exclusive access to behind-the-scenes content, giving fans a unique perspective on the tournament.

OOH Advertising Serves Up Impact

Out-of-home advertising is another key area of focus for brands at Wimbledon. With over 500,000 spectators expected to attend the tournament, OOH provides a unique opportunity to reach a large and engaged audience. Brands will be leveraging large-format displays, digital screens, and experiential activations to create immersive experiences that drive brand recall and engagement.

The All England Lawn Tennis Club’s iconic grounds will be transformed into a brand playground, with sponsors such as IBM, Rolex, and Evian creating engaging experiences that showcase their products and services. Expect to see interactive installations, live screenings, and pop-up activations that bring the tournament to life.

Why Wimbledon Matters for Brands

So, why do brands invest so heavily in Wimbledon? The answer lies in the tournament’s unique demographics and prestige. Wimbledon attracts a highly affluent and educated audience, with 75% of attendees holding a university degree and 50% earning over £50,000 per year. This demographic is highly desirable for brands looking to reach high-end consumers.

Furthermore, Wimbledon’s global reach and reputation for excellence provide a unique platform for brands to showcase their products and values. The tournament’s association with tradition, elegance, and sporting excellence makes it an attractive platform for brands looking to align themselves with these values.

Conclusion

As the world’s top tennis players battle it out on the grass courts of Wimbledon, brands will be vying for attention and engagement off the court. This year, influencer marketing and OOH advertising will take center stage, providing brands with a unique opportunity to reach and engage with the tournament’s coveted audience. With its unique demographics and prestige, Wimbledon remains a key platform for brands looking to make a lasting impression and drive business results.