Few events illustrate the value of premium live experiences as clearly as Wimbledon. Its appeal lies not only in the tennis, but in the rituals that surround it, the audiences it attracts and the ways people engage with it across platforms.
Strawberries and cream: The commercial power of ritual
Every summer, thousands of people at Wimbledon queue for strawberries and cream. Around 28,000 kilograms of strawberries and 7,000 liters of cream are consumed during the Championships, making the tradition almost as iconic as the tennis itself.
Rituals like these are part of Wimbledon’s appeal. They transform the tournament into an experience that people recognize, talk about and want to be part of – creating familiarity, anticipation and a sense of belonging that extends beyond Center Court.
The real commercial value lies in participation, not just attention. Premium live events don’t simply attract audiences; they create rituals people actively take part in, remember and return to year after year.
The value of Wimbledon’s premium audience context
Wimbledon is one of the most watched events of the British summer, yet it still carries many of the traditional signals long associated with tennis as a sport. It remains closely linked to affluence, etiquette, and heritage – an image the tournament reinforces through its dress codes, presentation and hospitality.
This positioning is reflected in its audience. Our BrandVue data shows tennis followers are more likely to come from more affluent households than lower income groups. In 2025, 36.5% fell into the more affluent segment, compared with 23.8% in the lower income group.
For brands, Wimbledon offers more than scale. It delivers access to a premium audience in a distinctive context that can strengthen brand fit for certain advertisers, even when that positioning may feel less inclusive to others.
From broadcast to media moment
The way audiences experience Wimbledon has changed significantly. While the tournament still carries the draw of a classic appointment-to-view event where audiences tune in at a set time to watch live, it is no longer defined by live television alone. BrandVue data shows tennis followers are more engaged with streaming and social platforms than the wider public, helping to explain why Wimbledon now works as a broader media moment rather than just a TV broadcast.
That shift is visible in the numbers. In 2025, Wimbledon content generated 69.3 million digital views across BBC iPlayer, BBC Sport online and the BBC Sport app. What was once a single broadcast moment has become a premium media environment playing out across clips, highlights, streams and social feeds.
The opportunity for brands is no longer just to appear around a live broadcast, but to understand how attention actually flows through the tournament – from live play to highlights, clips and social moments – and where relevance and brand fit are being built along the way.
Premium events: Looking beyond reach
Wimbledon may still feel exclusive, but the way audiences experience it has evolved. What was once defined by a live broadcast now unfolds across streaming, social media and digital platforms. Its value no longer comes from status alone, but from how effectively it combines cultural prestige with cross-platform reach.
As premium events evolve, so too must the way they are measured. Reach still matters, but it only tells part of the story. Understanding who is engaging, how audiences move across channels and how those behaviors influence sponsorship, media strategy and brand fit provides a much richer picture of an event’s true value.
BrandVue provides brands and media owners with ongoing audience insight, tracking perceptions and engagement to support more informed decision-making.
To explore how live events are shaping perceptions in your category, get in touch with the team.