evm_september-2023 - 22

IDEAS
The Hill in New York, a Wimbledon fan event, featured a
livestream of the Gentlemen's and Ladies' Finals on the big
screen, along with music performances and brand activations.
LOW-KEY LUXURY
Wimbledon crosses the pond with its sponsors to engage U.S. fans through a watch party
By Tami Fairweather
AS PART OF A larger shift to modernize
and grow its audience, All England Lawn
Tennis Club (AELTC) for a second year
brought its The Championships matches
and brand partners to consumers across
the Atlantic, recreating The Hill, the most
iconic fan experience at Wimbledon. The
Hill is a garden experience where fans
watch the finals live on a big screen from
the comfort of their picnic blanket on a
patch of grass, noshing on summery-fresh
strawberries and cream, a proper gin and
tonic in hand.
This year's The Hill in New York, held
at Brooklyn Bridge Park, July 14-16, featured
a livestream of the Gentlemen's and
Ladies' Finals on the big screen through
U.S. broadcast partner ESPN. The event
was free, but 1,500 daily winners from
ballot pre-submissions scored guaranteed
spots when doors opened, while others
22
EVENT MARKETER FALL 2023
entered on standby. This year, more than
20,000 ballots were received, and attendee
numbers reached more than 5,000
through the weekend. Thirty percent of
attendees stayed an average of 120 minutes,
and 45 percent of fans braving Sunday
morning's rain for the Men's Finals
proved their super fandom by maintaining
that dwell time average (tracked
by sensors).
The charm of British tradition is
what keeps consumers there-and still
coming-after the finals each day, a strategy
that helps the property attract new
fans to the Wimbledon brand and creates
engagement opportunities for longtime
brand partners like IBM, Stella Artois,
Ralph Lauren, Babolat, American Express
and Barclays. On-site activations are befitting
of the British palette for low-key
sponsorships.
The event's British infusion began a
the
day early with AELTC's kickoff event for
media and brand partners held at
home of the British Consulate, followed
by a smaller roundtable brand discussion
about the future of global sports marketing
and livestream events as a form of
brand engagement.
British accents abounded on-site
through the locally recruited, Brit-born
brand ambassadors (dressed head-totoe
in Ralph Lauren tennis whites) and
English emcee Sophie Sumner leading fan
contests while piping in live bits from
New York to the U.K. broadcast audience.
Replays of classic Wimbledon matches
helped entertain attendees during the day,
along with surprise musical performances,
like headliner Mel C of the Spice Girls on
Saturday. " The Lawn in New York " area up
front is the VIP equivalent to courtside
eventmarketer.com
IMAGE CREDIT: THE EXPERIENTIAL GROUP

http://www.eventmarketer.com

evm_september-2023

Table of Contents for the Digital Edition of evm_september-2023

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