What Wimbledon Can Teach Us About Branding 

By: Nathan Shield, Account Coordinator

Every July, Wimbledon shows up quietly. No fireworks. No hype video. Just that same familiar green grass, trimmed to exactly 8mm. The same all-white dress code. The same no-frills elegance that has made it one of the most iconic sporting events in the world. 

It’s not flashy or loud. It doesn’t need to be. 

Wimbledon feels different. It always has. Maybe it’s the traditions: bowing to royalty, all white attire, strawberries and cream. Or maybe it’s the fact that it hasn’t changed much at all. In a sports world full of constant updates, innovations, and rebrands, Wimbledon’s consistency stands out. 

That branding consistency is also what makes it such a unique case study. Back in 1937, it became one of the first sporting events ever televised. At the time, that was a huge risk since broadcasting live sports was still very new. But it worked. Suddenly, tennis wasn’t just a sport people played. It became something people gathered around to watch, and Wimbledon was at the center of it. 

That was the beginning of something bigger. Wimbledon was no longer just a tournament. It had become an event. And it got there by being incredibly selective. About everything. Branding is selective.  

Tradition was chosen over trends. Simplicity over spectacle. And when it came to brand partnerships, Wimbledon kept the bar high. IBM. Ralph Lauren. Rolex. They’re all part of the story. Each one fits into Wimbledon’s identity and feels like a natural extension of the experience. 

Behind the scenes, IBM serves up real-time data and AI-generated highlights. Ralph Lauren designs the uniforms. Rolex, of course, keeps time. It’s all very intentional. Branding is intentional.  

And that’s the lesson, at least from a marketing perspective. You don’t always need to shout to be heard. Sometimes, knowing who you are and staying true to it is more effective than trying to be everything at once. 

Wimbledon has managed to feel modern without ever losing its sense of self. It shows that a brand can grow and evolve while staying rooted and real. Branding is consistent. 

Not every brand can be Wimbledon, but every brand can take a lesson from how it plays. Just like its marathon five-set matches, the real wins in branding come from committing to the long game. Consistency builds trust. Trust builds loyalty. This cycle turns brands into institutions over time.  

It’s not about chasing trends or trying to reinvent yourself at every turn. It’s about knowing your strengths and investing in them. Wimbledon reminds us that when a brand stays authentic and intentional, it can transcend fleeting moments and become timeless. Game. Set. Match.