Wimbledon partners with TikTok

12 Jul 2019

By: Sport Industry Group

The All England Lawn Tennis Club (AELTC) has agreed a partnership with short-form mobile video platform TikTok, while it has released a new film to promote an initiative it is running for Finals Weekend.

TikTok, the most downloaded app on the App stores for the last year, allows users to create short video content to the sound of their chosen backing track. Creators can string multiple clips together for up to 60 seconds of total recording.

The AELTC said it launched on the TikTok platform on the eve of this year’s Wimbledon Championships having also launched on sister app Douyin, available in China, earlier in the year.

Best-performing content to date includes a mash-up of Nick Kyrgios to Dreadlock Holiday, and Mariah Carey’s ‘Through the Rain’ to the clip of an exploding sprinkler. Creators on the platform are being encouraged to put their own spin on Wimbledon through a platform-wide hashtag, #JoinTheStory, tying in with the event’s broader marketing campaign.

“TikTok provides a brilliant opportunity for sports properties to showcase some of the character, personality, and humour of sport beyond the match action,” said Alexandra Willis, Head of Communications, Content & Digital at the AELTC. 

Meanwhile, the AELTC has created a new 60-second film, entitled ‘The Coin Toss’, ahead of this weekend’s Wimbledon finale. The coins that will be used for the coin tosses at this year’s Finals have travelled to space and back with NASA astronaut Drew Feustel.
 
Commander Feustel watched from the Royal Box at the 2017 Championships and it was then that he and Philip Brook CBE, Chairman of the AELTC, came up with the idea to take something from Wimbledon with him aboard his six-month long mission.
 
The AELTC commissioned two bespoke gold coins, featuring the Mission 56 logo on one side, and the Championships logo on the other. They travelled with Feustel aboard Mission 56 to the International Space Station last year, with Feustel interviewed live from space during the 2018 Championships. The coins will be used in the pre-match coin toss at the ladies’ and gentlemen’s singles finals this weekend.
 
Narrated by Brook, ‘The Coin Toss’ video has been created by McCann London, Craft London and directors Simon+Ben on behalf of the AELTC. It shows the coins being made and travelling into space, and will be distributed globally on TV and online to promote the Finals Weekend.
 
Brook said: “Wimbledon has a long and rich history, and this new expedition is very symbolic for us. From year to year, there is so much change. It is a constant, continual improvement, for both the players and the Club.

“The journey of the coins, as reflected in our new film, and the young people we select to perform the coin toss, symbolise our collective pursuit of greatness – and we are thrilled to be showcasing this amazing story for this year’s Finals.”