![]() ![]() This year, IBM will add a human element to their Wimbledon sponsorship activities: “For the first time are helping by notifying anything of interest, such as the fastest ball ever served.” The technology relies on a newly compiled database of over a million pages worth of records since 1877 – the year the championship was born. In addition, Slamtracker checks current game data against that of previous competitions, such as other Grand Slams, to provide live insights about match-ups or game situations. The technology company has designed a brand new website in preparation for this year’s tournament, which premiers a number of new digital tools to complement spectators’ experiences.įor example, Slamtracker provides a complete view of the scores and statistics of matches being played. Similarly, IBM, the Official Technology partner of the tournament, goes about its sponsorship strategy not by paying for advertising space and billboards at the tournament, but by providing for the sport’s many technological requirements. Tim Henman voiced this sentiment when he said of a visit to Wimbledon as a youngster “whenever I see the Rolex Crown on my watch it takes me straight back to Centre Court in 1981.” This branding, however subtle, is enough for the watchmaker to have built strong top-of-mind awareness, and a powerful connection with the event. In fact, the only place you’ll see Rolex logos at Wimbledon is on clocks around the venue, and on the official scoreboards. Rolex, the tournament’s “Official Timekeeper” since 1978, has managed to nurture a strong brand presence at the event by embracing traditional values and not overtly pushing its own brand messaging, while also providing a useful service at the event. ![]() The effectiveness of Wimbledon’s Sponsorship strategy lies in its ability to foster brand partnerships that feel natural and add value to the event. Open and French Open, but surprisingly strong in the overall total considering the overall lack of advertising around the event. Last year the tournament commanded an impressive $65 million in revenue for sponsors, lower than that of the U.S. However, that’s not to say that the tournament doesn’t deliver for its official sponsors. Players, for example, are required to dress in the traditional all-white colors of the tournament, meaning sportswear branding is low key, and sponsors of the tournament have limited advertising visibility compared with other sporting events around the court advertising billboards are non-existent, for example. Despite several decades now of global television coverage and broadcasting, which has seen other tournaments embrace lucrative sponsorship deals and revenues, throughout, Wimbledon has remained staunchly traditionalist. Wimbledon, which kicks off on June 29 this year, has never been an event for high-profile or invasive advertising campaigns. Official sponsors must be genuinely consumer-centric, use a spot of creativity, and get into the spirit of the tournament in order to win marketing moments at the event. ![]() The Wimbledon Championships have strong roots in tradition, which means they forgo conventional sponsorship and advertising models in favor of genuine brand partnerships that add value to the event, and for consumers. ![]()
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