The Wimbledon Championships is the oldest and most prestigious tennis tournament in the world. Running since 1877, much of the tournament’s appeal comes down to its long history and heritage, and that heritage remains honoured to this day.
Taking place in Wimbledon, London every summer for two weeks, the championships attract the attention of millions of people from across the globe. The event attracts countless celebrities to the courts and this year the likes of Bradley Cooper, Gerrard Butler, Anna Wintour, David Beckham and of course, members of the Royal Family have all attended the Championships to watch the events unravel.
But what is it that makes Wimbledon so appealing to so many people? How has it managed to hold on to its unique identity whilst remaining popular and competitive?
Read on to learn some important branding lessons from this notable tournament…
Consistency is one of the main features of this prestigious event. Everything about Wimbledon is clean and well presented, including the pristine grass courts, the presence of the players and the use of white colour in almost everything related to the games. Even the food consumed is consistent year after year: Wimbledon has long been associated with the eating of strawberries and cream and this tasty treat remains at the centre of this traditional tournament.
As a brand, it is essential to be consistent in everything that you do. People love familiarity in a brand and though it is important to innovate and think outside the box, it is also important to remain consistent with your brand in order to differentiate yourself from your competitors, increase consumer recognition and reinforce your identity.
Players are required to wear all white at the events with only the subtle colour from the logo of the brands they are wearing (e.g. a black Nike tick or Adidas logo). Even the spectators are required to follow a strict dress code, particularly if they have tickets to sit in the Royal Box. Men must wear a suit and tie otherwise they get turned away, whilst women are required to dress respectfully for this elite event.
Another tradition is the lack of heavy sponsorship. Since Wimbledon is run by a private member’s club, the company is able to take full control over its decisions and partnerships. It is careful about which businesses it chooses to align with, which helps to protect the brand.
People recognise, acknowledge and respect the traditions upheld by Wimbledon. As a business, if you are able to convey a unique proposition you will be more likely to stand out from the competition and remain in the memories of your consumers. As such, people will be more likely to buy into your brand.
Despite the strict upholding of tradition, Wimbledon still adopts modern marketing techniques. It has highly popular Facebook and Twitter pages, ensuring that well-targeted social media campaigns can enhance the brand’s exposure.
As a brand, you need to focus on maintaining your core values whilst embracing technological changes. Adopting a marketing strategy that enables you to stand out from the crowd will help you in attracting a bigger audience and increasing your sales as a result.
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