The All England Lawn Tennis Club, the organisation behind the Wimbledon championships, has appointed VCCP as its global creative agency of record, with a brief to develop a new global ad strategy to engage sports fans worldwide.
The campaign will aim to expand Wimbledon’s global audience, enhance individual reach in key markets and establish a brand platform that extends beyond the event itself.
The account has been handled by McCann since 2016.
Wimbledon is broadcast globally with broadcast partners in more than 200 territories and its social channels receive more than 2 billion impressions during the fortnight of The Championships.
As part of the remit, campaign content will be syndicated to TV networks around the world 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 and Wowow (Japan), CCTV and Tencent (China), and SuperSport (South Africa).
For The All England Lawn Tennis Club, VCCP aims to apply its integrated approach to devise a campaign that speaks to tennis fans worldwide, amplifying the event’s rich heritage while connecting with the next generation of sports fans.
All England Lawn Tennis Club marketing and commercial director Usama Al-Qassab said: “We are delighted to be working with VCCP as our creative agency of record to develop the global campaign for The Championships and continue to invest back into the UK’s creative community.”
VCCP chief executive Michael Sugden added: “This is a wonderful opportunity to define a new creative story for one of the most iconic sporting events in the world. We are incredibly proud and excited to have the responsibility for this in 2025 and beyond.”
VCCP has already begun working on the campaign which will launch ahead of The Championships, Wimbledon this summer.
(Picture credit: AELTC/Joe Toth)
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