WIMBLEDON CONFIRMS 2022 ACTIVATIONS

27 Apr 2022

By: Sport Industry Group

The All-England Lawn Tennis Club has announced plans for the 135th staging of the Wimbledon Championships, including key partnerships and activations.

In partnership with the LTA, Wimbledon will re-launch its mass participation event as Play Your Way to Wimbledon, powered by Vodafone, in the telecommunication company’s first year as official connectivity partner of The Championships.

‘Wimbledon at Home’ will return, with an enhanced offering of ways for fans around the world who cannot attend The Championships in person to engage, including the Virtual Hill with American Express, and also Breakpoint, a mobile game.

From a content and fan engagement perspective, Wimbledon.com will feature enhanced personalisation and insights in partnership with IBM, and it will be adding new episodes to its Wimbledon Kids offering on YouTube Kids. It also plans explore a variety of Web 3.0 activations.

During Finals Weekend, it will bring the Hill to New York, with an innovative activation event taking place in Brooklyn Bridge Park in partnership with ESPN.

Wimbledon will also prioritise its ongoing commitment to be Environment Positive by 2030, it has re-committed to the enhanced UN Sport for Climate Action Framework and will be encouraging guests to think ‘environment positive every day’ at The Championships.

Ian Hewitt, Chairman of the All England Club, commented, “Following two pandemic-affected years, we are pleased to be planning for a special Wimbledon, as we celebrate the centenary of our move from Worple Road to our present location at Church Road, and the opening of Centre Court here. This stadium has witnessed not just epic matches, but many changes in the world around us and in society. This year provides an opportunity for reflection on the past, but also to envisage what is to come in the next 100 years.”

Other key points from announcement include celebrations around the 100-year anniversary of Centre Court, the Queen’s Platinum Jubilee, and the decision to decline entries from Russian and Belarusian players for this year’s Championships.

 

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