How data is driving Wimbledon’s digital content creation
July 7, 2017
Wimbledon boasts one of the most iconic brands in modern sport, despite hosting the tennis world for just one fortnight per year.
The Championships may be widely regarded as a traditional outfit but, as their digital strategy proves, the organisation is far from old fashioned.
Social media has been embraced, ensuring Wimbledon remains part of the online conversation even when the world’s elite players are not donning their all-white outfits in SW19.
Wimbledon is also at the forefront of data usage, with every point, rally, ace and tantrum helping to create engaging content and generate revenue.
Central to the tournament’s ongoing success is Alexandra Willis, head of communications, content and digital at the All England Lawn Tennis and Croquet Club, who is adamant data is a key driving force behind content creation.
“We use data at Wimbledon in three different ways,” Willis told iSportconnect at May’s Digital Fan Engagement Masterclass.
We asked @alex_willis, @Wimbledon head of comms, what role data plays in creating engaging content and generating revenues. #SportsBiz pic.twitter.com/WwjNs8I7PQ
— iSportconnect (@iSportconnect) May 23, 2017
“Firstly the data is the story itself if you think about our live scoring and all of our statistics and all of that very rich statistical information that tennis fans enjoy following along as they are watching matches.
“The second way that we use data is more back of house. We are analysing what our fans are talking about, what they’re interested in and the types of content they are consuming. We then use that to help us adjust our content plan.
All white clothing has been worn at #Wimbledon since the tournament began in 1877.
That’s a tradition we’re rather proud of… pic.twitter.com/nTgEYw2l3c
— Wimbledon (@Wimbledon) July 7, 2017
“So – for example – if fans are talking a lot about Canadian tennis we’ll try and produce more content about Canadian tennis.
“The third area that we are using it is then trying to turn some of the data and those statistics into stories themselves. So what really is the different between [Andy] Murray and [Roger] Federer and why should one win and why should one lose?”
Willis added: “This is all part of our broader strategy to make digital the gateway into Wimbledon and therefore increase the value of our brand. That’s how we generate long term return. We’re not looking for short-term commercial gain but long-term revenues.”
“That is exhibition stuff”
Behind-the-back improvisation from Grigor Dimitrov… #FeelWimbledon @JaguarUK pic.twitter.com/VmV61J61fo
— Wimbledon (@Wimbledon) July 6, 2017
