AmEx in 'virtual' Wimbledon initiative

18 Jun 2019

By: Sport Industry Group

American Express is offering customers the opportunity to a play tennis with Andy Murray 'virtually' on Wimbledon Centre Court as part of its commercial activities at this year’s Championships.

The credit card provider has announced a series of on-site and remote activations, called Fan Experience, through a new multi-year partnership with The All England Lawn Tennis Club.

The new official payment partner of the Championships will offer access to a dedicated Cardmember Lounge at the London venue, as well as in-ear radios for live coverage.

Central to the Fan Experience will be the opportunity for all visitors to take part in ‘Champion’s Rally’, an immersive virtual reality challenge that gives fans a chance to hit targets on Centre Court while Murray, the two-time Wimbledon champion, encourages them via virtual reality.

Murray said: “I’m excited to be working with American Express ahead of my return to the tour. I had good fun working on Champion’s Rally and I’m looking forward to seeing everyone have a go on Centre Court – so long as they don’t beat my score.”

American Express has also launched a Cardmember offer where fans spending £120 cumulatively at the event on an enrolled eligible card will receive £20 back as a credit on their next statement.

“Our partnership with Wimbledon is an important example of how we’re backing customers and tennis fans around the globe with unique experiences and benefits,” said Deborah Curtis, Vice President Global Experiences and Partnerships at American Express.

“Building on our heritage of supporting tennis in the US, this partnership will be supported by a 360-degree marketing campaign that highlights the many advantages of being an American Express Cardmember at The Championships and delivers an enhanced event experience for Cardmembers that reflects the best of our brand.”