Whether it’s picnicking on “Murray Mound” or spectators tucking into strawberries and cream, it’s hard to imagine a sporting event more quintessentially British than Wimbledon. The tennis tournament’s image as an “English country garden” grand slam has been sold around the world in broadcasting rights and merchandise. But is there more to brand Wimbledon’s success than quaint tradition? And what lessons can small businesses learn to win game, set and match in their sectors?
Much of Wimbledon’s appeal is of course down its long and prestigious history. It has been running since 1877 and that heritage is still honoured today with the strict traditional, all-white dress code and courts free of the sort of heavy handed sponsorship you’d expect from a major international sporting event.