How Wimbledon Turned Tradition into Business
Elegance and exclusivity: Wimbledon's formula for a brand that stands the test of time
In a world that constantly updates and reinvents, Wimbledon does the unthinkable - it stays the same (and thrives).
The all white dress code. Perfect grass courts. Strawberries and cream. When I think Wimbledon, I think tradition. But this isn’t just charm, it’s strategy. Nor is the tournament stuck in time - it’s built that way, on purpose.
With Wimbledon in full swing, now feels like the perfect time to explore how this Grand Slam turns consistency into business, and familiarity into brand power.
Consistency as a Strategy 🔁
Wimbledon protects tradition in a sports world that’s always changing. It offers something rare: expectation.
Every year, fans know exactly what they’re getting - the crisp white outfits, Royal Box appearances, and courts free of loud branding. That sense of familiarity is what sets it apart.
It’s not about being old fashioned for the sake of it, it’s about brand consistency. And consistency builds trust - the kind that justifies premium ticket prices, attracts legacy sponsors, and keeps fans coming back.
A reminder that perhaps sometimes, the smartest way to stand out…is to remain the same?
How Tradition Justifies the Price Tag 💸
Wimbledon’s consistency drives serious revenue:
According to Forbes, ticket sales brought in ~ $81 million in 2023, despite having fewer attendees than other Grand Slams. For 2025, prices range from £30 for grounds passes to £295 - £315 for Centre Court finals.
Broadcasting Rights add over $276 million annually, with BBC and ESPN paying for the tournament’s global audience and reliability.
On the ground, even the drinks and souvenirs reflect the brand’s premium feel - from £11.95 glasses of Pimm’s to limited edition Ralph Lauren polos.
And then there’s the hospitality packages…curated by the All England Club, these luxury experiences combine fine dining, exclusive lounges, and prime Centre Court views - with prices from ~ £1,000 to over £15,000 per person.
The All England Club, a private members institution, oversees every detail - from guest experience to sponsor selection - reinforcing Wimbledon’s position as more than a tennis tournament: a world class brand.
Not Just Any Sponsor Will Do 🤝
At Wimbledon, sponsorships are about more than just writing a big cheque - they’re about values. Brands that make it in aren’t just paying for space, they’re paying for association with legacy and tradition.
🎾 Slazenger: supplying official balls since 1902 - the longest running sporting goods partnership in history
🕒 Rolex: official timekeeper since 1978, symbolizing precision, poise, and timelessness
💻 IBM: tech partner since 1990, powering everything from AI insights to stats in real time
👔 Ralph Lauren: official outfitter since 2006 for umpires, ball kids, and line judges
💧Evian: official bottled water partner since 2008
🥂Lanson: official champagne partner since 2001
These aren’t one off ad deals - they’re long term collaborations that align with the tournament’s identity. Slazenger and Rolex don’t just sponsor Wimbledon, they’ve become part of its story.
And that story keeps evolving - Barclays, which stepped in as banking partner in 2023 with a reported £20 million per year deal (after HSBC’s 15 year run), and Emirates, which joined in 2024 as the official airline, show that even now, top global brands want in - not to shake things up, but to become part of this story.
Despite its selective approach, in 2024 Wimbledon brought in $124.7 million in sponsorship revenue (according to GlobalData) - showing that when brand partnerships are thoughtful and well aligned…less can really be more.
Scarcity, Exclusivity, and Value 💼
As per Forbes, Wimbledon hosted just over 530,000 attendees in 2023, significantly fewer than the 950,000+ at the US Open.
But where other tournaments may scale through volume, Wimbledon prioritises exclusivity. Despite the smaller crowd, it still ranks among the highest in ticket revenue, thanks to its debentures program and premium hospitality packages.
Wimbledon is one of the only sporting events in the world where you can buy a five year pass - a debenture - for guaranteed Centre Court or No.1 Court seats during the Championships.
These passes come with access to exclusive lounges and hospitality perks, and are the only tickets that can legally be resold.
Funds raised go directly toward future upgrades to Wimbledon’s grounds and facilities. In its most recent Centre Court debenture round, Wimbledon raised nearly £300 million…selling 2,520 debentures at £116,000 each.
Celebrities, Royals, and Centre Court Moments 👑
From David Beckham and Emma Watson to Tom Cruise and the Clooneys, the Royal Box is a magnet for stars all over the world. For celebrities, it’s not just about watching tennis, it’s about being seen at one of the most elegant events in sport.
The presence of the British royals adds another layer of tradition to the event. Since 2016, Kate Middleton, the Princess of Wales and patron of The All England Club, has presented the winners’ trophies - a role previously held for over 50 years by Prince Edward, Duke of Kent. It’s a tradition that plays out in front of millions worldwide.
Strawberries, Cream, and Some Rituals That Stick 🍓
Wimbledon’s quirks are more than tradition, they’re actually very smart branding.
🤍All white dress code: Enforced since the 1800s to hide sweat stains (according to Sports Illustrated), now a symbol of Wimbledon’s elegance and discipline.
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Strawberries & Cream 🍓: As per Daily Mail, a portion costs £2.70 in 2025 and with around 140,000 portions sold annually - that’s almost £380,000 just from this one dessert…
Pimm’s 🍹: A quintessential Wimbledon drink. According to The Mirror, in 2025, a glass is priced at £12.25, and in 2023 over 330,000 glasses were sold over the duration of the tournament.
Grass 🌱: Maintained to precisely 8mm daily - costly, yes, but iconic.
The queue ⛺: Fans still get in line (sometimes even overnight) to get tickets on the day. Old school perhaps, but it adds to the tradition.
Spectator style 👒: Even if you’ve caught a game on TV and glimpsed at the audience, you can tell there’s a social expectation to dress well. From summer dresses to linen suits, there’s an unspoken dress code which adds to the brand image.
All of these are part of what fans pay for - an experience that’s consistent, curated, and distinctly Wimbledon (you won’t find this exact mix anywhere else).
When Not Changing IS the Strategy ⏳
Wimbledon’s greatest strategy might be its refusal to change.
While brands everywhere rebrand, pivot, or try and fit in with trends, Wimbledon thrives by doing the opposite. It stays rooted, and that clarity has become its superpower because it builds loyalty, drives revenue, and reinforces its identity.
That said, staying the same doesn’t mean standing still. From being one of the first sporting events ever broadcast in colour to introducing electronic line calling, Wimbledon did quietly modernise behind the scenes (all while preserving the tradition fans love).
Also, this approach isn’t universal, and not every brand can afford to stay the same. For some, reinvention may just be the edge.
But in many ways, Wimbledon shows that sometimes, the smartest move is to stay exactly who you are: timeless by design.
Sources: Wimbledon.com, Forbes, The Mirror, Daily Mail, The Guardian, Sports Illustrated, BBC, Insider Sport, GlobalData.
Just a head’s up: I’m not an advisor or expert, just someone who’s curious, still learning, and trying to make sense of finance as I go. This isn’t financial advice - just good old thinking out loud.
I love how you covered so many different angles of Wimbledon! Very cool analysis
Loved reading this Taannyaa!!❤️