The All England Lawn Tennis Championships, known as Wimbledon, get underway in Southwest London today and will run across the next two weeks.

It is one of the high points of the British sporting summer season and in sponsorship terms alone it attracts an estimated €45 million, making it the most valuable tennis tournament in the world.

Over the course of the tournament, we will look at how some of the major brands involved, from Evian to IBM and Ralph Lauren to Stella Artois are activating their partnerships in 2021.

First up this morning is American Express who sponsor the Wimbledon Virtual Hill.

This activation is one specifically designed around the concept of Wimbledon at home given the inability of overseas fans to travel to the tournament and the reduced number of those who will be present.

The Championships were cancelled entirely in 2020 so this is the first time getting into the more removed setting of a lockdown tournament.

The Virtual Hill as its name suggests is an online activation where fans can create an avatar of themselves, take a place on the Hill during the day and complete activities to win daily and tournament prizes.

We saw in our look at the Euros sponsorship activations how Gazprom had secured a very high level of awareness through partnering with the gaming side of the tournament via match predicters and fantasy.

It is likely that American Express will achieve the same here.

It has also created a Champions Rally with Andy Murray where you can play virtual tennis on your mobile and get prizes and social kudos for your high scores. A perfect way to while away an hour if rain stops play at any stage, another of those famous Wimbledon traditions.


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