Every Brand needs a refresh from time to time and the most prestigious are no exception. The All England Club, more popularly known as Wimbledon, hosts one of Britain’s most treasured and prestigious events, The Championships, dating all the way back to the 1877.
Wimbledon consistently delivers some of the best and most exciting tennis as superstars and emerging talent compete against each other to earn the most distinguished Grand Slam title in tennis.
Up until recently, Wimbledon had been seen to be lagging behind a little when it came to utilizing technology and digital in the same way that other major sports events like The Premier League, NBA & NFL had.
Not anymore. In a bid to further modernize and strengthen their brand around the world, Wimbledon has made a concerted effort this year to take their digital presence to the next level.
In order to support that push they’ve hired marketing agency McCann to help them refresh their brand in a number of ways. Firstly, they’ve started by dropping the old slogan by 1980’s Chairman John Curry “Tennis in an English Garden” and replaced it with “In pursuit of Greatness”.
To further aid their brand refresh they plan to craft together a series interesting videos showing behind the scenes footage of the preparation for the games, ways they aim to improve the overall experience for tournament goers and a rather amazing video of Rufus the Hawk.
Making full use of technology
This year Wimbledon teamed up with long term partners IBM to develop an App specifically for Apple TV, which will enable users to keep up with all the latest from Wimbledon from home.
The app also allows users to check scores in real time, listen to three live radio channels, check through all the latest photo and video content and stream the Live @ Wimbledon studio show.
In addition to the new app and design refresh, IBM Watson (which is basically a supercomputer) will extract data from various social media such as Twitter, Facebook, and Instagram and various cameras dotted around the grounds. Using this, IBM Watson will try to provide people with better insights and interesting facts about topics outside of just tennis.
Finally, IBM have a technology called the ‘Cognitive Command Center’ this will basically gather data from 19 tennis courts across the venue through sensors and computers. This will give fans the most accurate performance data about their favorite tennis players directly to the Wimbledon Smartphone apps, website and Apple TV.
All in all, The Championships, Wimbledon 2016 looks like it is set to be serving up a massive ace with it’s user engagement and setting the bar high for all the other grand slams around the globe.