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New Wimbledon commercial team looks to US, India and China for next wave of growth

Gus Henderson, AELTC. (AELTC/Thomas Lovelock).

  • New commercial director Henderson has strong contacts in Asia through earlier IMG role
  • AELTC focusing on brand building and fan engagement for long-term commercial returns
  • Tournament still heavily reliant on UK and US broadcast markets
The All England Lawn Tennis and Croquet Club (AELTC), organiser of the Wimbledon tennis Grand Slam, has identified the US, China and India as growth markets and is making a renewed effort to engage fans below the age of 25 as it stages its first event under a new commercial team.

Last January, SportBusiness revealed the AELTC was planning to split the responsibilities of its outgoing commercial and media director Mick Desmond when he retired at the end of the 2021 Championships and was seeking to replace him with a dedicated commercial director working alongside a marketing and communications director. The club subsequently announced the appointment of former IMG and Universal Music Group executive Gus Henderson to the commercial position and the promotion of Alexandra Willis to the communications and marketing role.

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