Wimbledon is the oldest and is arguably the most famous tennis tournament in the world. Hosted by the All England Lawn Tennis and Croquet Club, it takes place in London for two iconic weeks every July.
Over the past few years, we’ve had the opportunity to support a number of standout brand activations at Wimbledon, providing experienced event staff across multiple touchpoints – from the queue to premium in-grounds experiences.
Our teams have worked across a wide range of sectors including FMCG, telecoms and financial services, helping brands engage audiences at scale while delivering a seamless on-the-ground experience.
Or UK Managing Director, Joe Sheppard, has been closely involved in the planning and delivery of these activations:
Lavazza: Sparking Connection Through Sampling
As an official Wimbledon partner, Lavazza created a strong presence both inside the grounds and within the queue.
Our teams operated across the Lavazza airstream and cabana spaces, distributing samples, driving competition entries, and building meaningful interactions with thousands of attendees.
- 35,000+ samples distributed
- 4,600+ competition entries
- 8.7/10 audience positivity score
See how we supported Lavazza at Wimbledon.
While this activation was delivered in 2023, Lavazza has continued to evolve its Wimbledon presence, leaning further into experience-led environments alongside large-scale sampling.
American Express: Premium Experiences at Scale
Across both 2023 and 2024, American Express delivered a multi-layered activation designed to engage both cardmembers and the wider public.
Our teams supported across several key areas throughout the activation. This included managing the Cardmember Lounge, where guests could enjoy exclusive experiences and branded merchandise, as well as delivering a fan engagement zone featuring interactive games. We also engaged audiences within the queue, creating memorable moments through surprise ticket giveaways, while retail and kiosk teams supported on-site activity by driving awareness of cardholder offers.
- 149,000+ consumer engagements
- 700,000+ total event footfall
- 54,000+ samples distributed
Explore our work with American Express at Wimbledon.
This activation is a strong example of how brands are shifting towards experience-led engagement and customer reward strategies, particularly in recent years.
Aldi: A Playful Take on Wimbledon
Not all Wimbledon activations happen inside the grounds. Aldi took a different approach, creating an off-site experience at Cannizaro Park, offering a playful alternative to the traditional tournament atmosphere.
Visitors could take part in swingball and table tennis, while enjoying strawberries & cream and drinks that showcased Aldi’s own-brand products. Our teams helped guide visitors through the experience, keeping energy high and interactions flowing throughout the day.
How Wimbledon Activations Are Evolving
Recent Wimbledon activations show a clear shift in how brands are approaching the event.
Rather than focusing purely on visibility or sampling, brands are increasingly investing in:
More immersive environments
Brands like Pimm’s are creating social, experience-led spaces designed for dwell time and shareable moments.
Blending retail with experience
Ralph Lauren continues to bring its Wimbledon partnership to life through on-site retail and styling-led experiences.
Content-led engagement
Organisations such as BBC are extending fan engagement beyond broadcast, with interactive and digital-first experiences.
Customer reward and loyalty focus
As seen with American Express, there’s an increasing emphasis on rewarding existing customers, not just reaching new audiences.
Together, these trends reflect a broader shift towards more considered, experience-led activations that prioritise connection over reach alone.
Why Wimbledon Works:
Taking your brand into public spaces creates the opportunity to connect with consumers in real life and deliver something memorable.
At an event like Wimbledon, where audiences are engaged, expectant, and emotionally invested, these interactions carry even more impact.
Whether it’s large-scale sampling, premium hospitality, or playful off-site activations, Wimbledon offers a unique platform for brands to show up in a way that feels relevant and engaging.
If you’re planning a brand activation at a major sporting event and need experienced teams on the ground, we’d love to help. Request a proposal today.
Originally published January 2025. Updated April 2026 to include other activation examples.
