Every year on the last Monday of June, top tennis players from all over the world come to London with the hope of becoming the next Wimbledon champion. This year, like most years, there were some unexpected surprises including two of the top four male players getting knocked out before the halfway point, Johanna Konta being the first British woman to reach the semi-finals since 1978, and Roger Federer winning a record eighth title.
Wimbledon Engagement Timeline
As expected, the number of people who engaged in Wimbledon increased as the competition went on. But there was a clear divide between the number of people engaged with the ladies’ and men’s final. There were 1,158,772 unique engagers for the ladies’ final and 2,514,483, more than double, for the men’s final.
Most Socially Engaged Players
Out of the five most socially engaged players at Wimbledon, four were men. Wimbledon champion Garbine Muguruza managed to take 4th spot with 1,374,832 engagements. Unsurprisingly, Roger Federer got the most engagements overall with 7,640,798 engagements for his historic win.
Which brand won Wimbledon?
This was the first year that Pimm’s sponsored Wimbledon. Pimm’s decided to go all in by opening the Pimm’s Wimbledon rooftop bar at Selfridges and pop ups across the country. The 4C Insights Affinity Graph™ shows that people who engage with Wimbledon are 198.6% more likely to engage with Pimm’s than average social users. With such a strong connection between Wimbledon and Pimm’s, it’s no surprise that this quintessentially British drink was the most socially engaged sponsor with 103,451 engagements.
In brief, the gender divide was a hot topic at Wimbledon this year with male matches getting priority on centre court and Andy Murray correcting one journalist’s ‘casual sexism’. Since 2007, male and female competitors win the same prize money. However, it appears that when it comes to social media, users are still more engaged with men’s tennis than women’s.
For the sponsors, the clear winner at Wimbledon was Pimm’s. There was a strong connection between these two brands which resulted in lots of social engagements for Pimm’s.
As Wimbledon reveals, brands must truly understand their consumers to create successful activations. By understanding the key moments from Wimbledon and why certain brands were successful, marketers can better plan upcoming sponsorships for events. Technology like the 4C Insights Affinity Graph™ can help a marketer understand their audience to guide a successful sponsorship.