VCCP serves up first work to boost Wimbledon's appeal

The All England Lawn Tennis Club today unveiled its first campaign from VCCP ahead of this year’s Wimbledon Championships – which will run from June 30 to July 13 – which debuts the new global brand platform “There is only one Wimbledon”.

The long-term brand strategy is designed to reflect “the singular character and special magic of The Championships”, flagging up sporting history and modern drama, while bringing fresh relevance to connect with a broader global audience. VCCP won the business in March.

At the heart of the 2025 campaign is a cinematic film, which aims to capture the psychological intensity and elite physicality of the world’s best players competing on one of sport’s most iconic and prestigious stages.

The film explores not just glory on the court, but also the psychological pressures that can play on players’ minds during crucial moments in a match.

Familiar Wimbledon elements – the grass, the net and the racket – have been warped and exaggerated into the types of tricks the mind can play, inspired by conversations with several former and current players.

British former professional player, commentator and All England Club Member Annabel Croft, who provides the commentator’s voiceover for the film, said: “There’s a solitary mental challenge to overcome to reach the top of the sport and that is heightened when Wimbledon means so much to so many. I used to have a dream of being surrounded by vines and grass holding me back.” Annabel has also provided an authentic commentator’s voiceover to the campaign.

Running from this week and throughout The Championships, the campaign will roll out across global markets and broadcast channels including the BBC, ESPN (North America and LATAM), Eurosport (Europe), Sky-Italia, Amazon Prime (Germany), Movistar (Spain), beIN (France & MENA), Star India, Channel Nine (Australia), NHK & WOWOW (Japan), CCTV & Tencent (China), and SuperSport (South Africa).

Alongside the film, the campaign will include OOH, social content and PR activations, tailored and localised to individual markets. The campaign aims to broaden Wimbledon’s reach and deepen its engagement, particularly with global sports fans, and reinforce its status as one of the world’s top sporting and cultural events.

The campaign was brought to life with VCCP’s global content studio Girl&Bear, who worked with director Folkert Verdoorn and production company Magna Studios. Post-production was led by Black Kite Studio.

The All England Lawn Tennis Club marketing and commercial director Usama Al-Qassab said: “Wimbledon represents more than just a tennis tournament for our millions of fans around the world – it’s a global symbol of sporting excellence, heritage and human drama. Our new trailer captures this by portraying the inner world of the player – the tension, the pressure, the breakthrough.”

VCCP global chief creative officer Darren Bailes added: “This was a rare opportunity to create something for a brand that truly stands alone. Wimbledon is revered around the world, not just for its heritage, but for what it demands of its players. Everything means more at Wimbledon – the pressure, the focus, the will to win. With ‘There is only one Wimbledon’, we wanted to visualise that psychological battle and show what it really takes to win on this stage.”