The All England Lawn Tennis Championships, known as Wimbledon, is into the second week in Southwest London.

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 are looking at how some of the major brands involved, from Evian to IBM and Ralph Lauren to Stella Artois are activating their partnerships in 2021.

The latest campaign this morning is that of Jaguar who have been the official ca partner since 2015 and have embraced a digital first approach for 2021.

In terms of video content they have created a series of ‘Unmatched Experiences’ including content around super fan Chris Fava and celebrity fan Jimmy Carr, as well as the ball boy and ball girl who became overnight stars three years ago when being asked on court to play doubles with the stars.



The electric I-Pace car has been added to the fleet of vehicles bringing players and officials from homes and hotels across London to the Championships each day and they also have the new vehicle on display beside Court number One.

Catering to a well-heeled City of London clientele they are sponsoring a pop up cinema in the heart of London showing highlights and live action from the tournament for those who can’t get there.

Finally this year they have developed Ace Pace, a digital tennis tournament where people from all walks of life can play games on their mobiles to progress through the tournament and win prizes including Centre Court tickets and hospitality.



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