Wimbledon’s long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. In part three, Ben Cronin speaks to Alexandra Willis, head of communications, content & digital to investigate the grand slam's more permissive approach to activation online.
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The Business of Wimbledon: Brand and Media
Wimbledon's long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. Ben Cronin speaks to Mick Desmond, commercial and media director for the All England Club (AELTC) and James Ralley, head of marketing, commercial and hospitality about how this strategy boosts the value of its media rights.
Wimbledon plans to split commercial and marketing roles when Desmond retires
Mick Desmond, outgoing commercial and media director for the All England Lawn Tennis Club, talks to SportBusiness about his plans to retire at the end of the 2021 championships and his hopes that his successor will respect his commercial legacy.
ATP searching for new director of social media
The ATP Tour is looking to recruit a director of social media as it continues to develop its social media channels and digital ecosystem
Peroni replaces Stella Artois as Australian Open beer sponsor
Premium beer brand Peroni has been named as the official beer of the Australian Open starting in 2021, replacing the the upmarket Stella Artois brand
Bondi Sands replaces La Roche-Posay as Australian Open sunscreen sponsor
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International Women’s Cup unveils plan to become direct rival to Relevent’s Women’s ICC
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The Premier League waits for sun to shine on chilly UK media market
The Premier League usually auctions its domestic media rights halfway through its three-season cycle, but Covid has uprooted its plans. Callum McCarthy examines the likely bidders and the league's hopes for an uplift in the value of the rights.
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