Marketing and Impact of The Wimbledon Championships Report

This report provides an overview of the Wimbledon Championships, one of the most prestigious tennis tournaments globally. It delves into the tournament's rich history, tracing its origins at the All England Club in London and its evolution since 1877. The report examines the objectives of the tournament, including maintaining its status as a premier grass-court event and providing top-notch facilities. It explores the marketing strategies employed by the All England Club, such as the 'In Pursuit of Greatness' campaign, to enhance the tournament's global appeal. Furthermore, the report analyzes the impact of the tournament on the local community, highlighting both the economic benefits and the challenges faced by residents during the event. The report concludes by summarizing the key aspects of the Wimbledon Championships, emphasizing its enduring legacy in the world of tennis and its significant influence on the local area.

Running Head: THE CHAMPIONSHIPS, WIMBLEDON (LONDON)
The Championships, Wimbledon (London)
Name of the Student
Name of the University
Author Note

1THE CHAMPIONSHIPS, WIMBLEDON (LONDON)
Executive Summary
Wimbledon is one of the prime tennis tournaments in the whole world. This tournament is the
oldest of all the tennis tournaments and is the only tournament which still retains the property of
outdoor grass court tennis. The tournament has five events – men’s singles, women’s singles,
men’s doubles, women’s doubles and mixed doubles. The tournament has been a great success as
it has been running for the past 125 years and is still extremely popular. A lot of people of the
locality looks forward for this tournament as it creates a chance for the people to earn extra
money. This also creates a lot of traffic problem as the population suddenly increases hugely.
Thus, a lot of people does not look forward to the tournament also.

2THE CHAMPIONSHIPS, WIMBLEDON (LONDON)
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 History of the Tournament.........................................................................................................3
3.0 Objectives of the Tournament...................................................................................................4
4.0 Marketing of the Tournament....................................................................................................4
5.0 Impact of the Tournament.........................................................................................................5
References........................................................................................................................................6

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1.0 Introduction
The Wimbledon championships which is held in London is one of the oldest and most
prestigious tournaments in Tennis. This tournament is played in the grass court in the All
England Club located in Wimbledon, London and is played from 1877. Among the four grand
slam tournaments – Australia Open, French Open, Wimbledon and U.S. Open, Wimbledon is the
only tournament which is played in the grass court. Initially the event used to start from the third
Monday of June but due to some changes in the tennis calendar, the event time has been changed
to early July. The championship consists of various events – men’s singles, women’s singles,
men’s doubles, women’s doubles and mixed doubles.
2.0 History of the Tournament
The “All England Club” was initially known as “The All England Lawn Tennis and
Croquet Club”. On the 23rd of July, 1868 the club was first formed (Lake, 2017). The first
tournament on lawn tennis has taken place in 1877. The tournament used to run for more than
two weeks, starting from the third week of June to the beginning of July (Lake, 2016). When the
tournament was started, there was only one event – the men’s singles. Women were not
permitted to take part in the tournament back then. The first Wimbledon tournament was played
between 20 male participants. There were a crowd of only 200 people who came to watch the
tournament (Lake, 2015).
The tournament was not played during the first and the second world wars, that is
between 1915-1918 and 1940-1945. After the second world war the popularity of the event
started to grow significantly. The men’s doubles event along with the women’s singles event was

4THE CHAMPIONSHIPS, WIMBLEDON (LONDON)
introduced in 1884. From the year 1967, the tournament was first broadcasted in color in the
television (Lake, 2014).
3.0 Objectives of the Tournament
The main aims and objectives of the Wimbledon tournament are given below:
 To keep the tournament, the premiere tournament of tennis in the world on grass surface.
 To make the tennis venue of Wimbledon world class by retaining its international as well
as national significance.
 To retain the heritage of the event.
 To provide the finest facilities and entertainment to all the visitors.
The way the tournament has been running for as long as 125 years, it can be said that the
tournament has been successful in maintaining its aims and objectives (Wagg, 2017). Failing to
do so would not have resulted in running of the tournament for so long.
4.0 Marketing of the Tournament
The tournament is already a very popular tournament to the whole world. A lot of
participants from different parts of the world, from different countries come to take part in the
tournament. The participants are in such a huge number that a qualifier round has to be played to
the new and the unseeded participants to qualify for the main event. Even then, to draw more
spectators, the All England Club revealed a campaign to communicate the specifications of the
tournament to the people all around the world (Stotlar & Cooper, 2014). This campaign was
named as “In Pursuit of Greatness”. This campaign has been revealed to spread the popularity of
the tournament in the future. The head of commercial and marketing of AELTC, James Ralley
said “We recognize that for the championships to progress its leadership position, we need to

5THE CHAMPIONSHIPS, WIMBLEDON (LONDON)
invest in the global understanding of Wimbledon”. He also said that by investing in the content
of the event, despite of enhancing the presentation of the event globally, there is also hope of
demonstrating all the things that are done serves the guiding principle of the tournament which is
improvement of the tournament. Pursuit of Greatness has been revealed to demonstrate this fact.
5.0 Impact of the Tournament
The local residents of the country are hugely affected with the organization of the
tournament. A large number of tourists visit the locality at that time. This creates a worriedness
in the local residents of Wimbledon and the villages in Southfields. The residents are also
benefitted in a lot of ways. With the arrival of the tourists, the residents earn extra money by
providing the visitors place to stay and food. Though due to the huge number of visitors, the
residents cannot provide bed or place to stay to all the visitors. Thus, a lot of them occupy the
pavements of the streets and this thus the local people face a lot of problems due to this (Wagg,
2017). Thus, all of the residents do not much look forward to this event. The traffic of the
country is also hugely affected due to the sudden increase of the population. The Merton council
does implement a lot of ways to control this situation and to run the event smoothly but they will
have to develop the facilities much more in order to keep the situation fully under control.

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References
Lake, R. J. (2014). A social history of tennis in Britain (Vol. 5). Routledge.
Lake, R. J. (2015). Arthur Ashe: Tennis and Justice in the Civil Rights Era. EJSS. European
Journal for Sport and Society, 12(3), 341.
Lake, R. J. (2016). Love Game: A History of Tennis from Victorian Pastime to Global
Phenomenon.
Lake, R. J. (2017). Tim Henman, British tennis and the social construction of English identity in
the 1990s and 2000s. Sport in Society, 1-20.
Stotlar, D. K., & Cooper, C. G. (2014). Sport facility and event management. Contemporary
Sport Management, 5E, 385.
Wagg, S. (2017). Sacred turf: The Wimbledon tennis championships and the changing politics of
Englishness. Sport in Society, 20(3), 398-412.