Jaguar has ramped up its association with the Wimbledon Championships by agreeing to sponsor Ocean Outdoor’s UK-wide coverage of the grand slam tennis tournament.
Jaguar serves as the official car partner of Wimbledon and will amplify its sponsorship with the first ever showing of match highlights and real-time scoreboards from the Championships, which this year run from 1st July to 14th July, on out of home screens.
Every six minutes, a 60-second sponsored show reel will run across 28 full motion, large format digital screens in nine major UK cities. Throughout the creative and experiential activation, Jaguar’s I-PACE marque will be showcased.
Jaguar will also show live screenings of first-round matches of Jaguar brand ambassadors Johanna Konta, Kyle Edmund and Canadian Milos Raonic at Westfield Stratford, and the women’s and men’s singles finals at Westfield Stratford and Westfield London.
The Westfield screenings will be supported by a fan zone at Westfield London, created by sports marketing agency CAA, and an experiential zone at Westfield Stratford supported by local Jaguar dealership, Rockar. A social influencer campaign and Twitter sponsorship will also support the sponsorship, providing an ‘always on’ presence across social media throughout the tournament.
Planned by dentsu X and out of home and location marketing specialist Posterscope, in collaboration with creative agency Spark44 and Ocean Outdoor, the content distribution campaign – the first of its kind – will run in London, Birmingham, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, Newcastle and Nottingham.
Markus Carlson, Jaguar Marketing Communications Manager, said: “We are incredibly proud to be the official car partner of Wimbledon for a fifth year. Using digital out of home as a content distribution channel allows us to maximise our association with the Championship, connect with Jaguar prospects and bring the thrill of the tournament to tennis fans across the UK.”
Ocean Head of Content and Sponsorship, Kevin Henry, added: “This is a ground-breaking initiative for out of home and the largest content-based sponsorship deal since the introduction of live sports streaming on our full motion outdoor network. This partnership guarantees exposure for this year’s tournament across our portfolio.”
Earlier this month, Jaguar launched an Ace Pace Wimbledon Edition app, which will offer fans the chance to win tickets to this year’s tournament. Jaguar linked up with Journey Digital to launch the app, which will also test fans’ serving ability by simulating the serve of a pro as users swap a racket for their smartphone.