Kahlen Macaulay, head of international sports partnerships at Snapchat, reveals its work on the tennis competition
The summer of sport is truly underway. And over the last two weeks, Wimbledon proved its cultural cachet for the 147th time.
Across the UK, over 8.8 million viewers tuned in for the men’s singles final on Sunday. Thousands gathered around TVs, phones, pubs, courtside and even on a replica Henman hill large-screen in Brooklyn to watch these gladiators battle it out on the pristine 8mm grass of Centre Court.
Sport has always been a connector: a source of entertainment, debate, and shared emotion, an unscripted story where anything can happen. Today, much of the real-time connection and conversation plays out on the devices in people’s hands. No one can miss out on dramatic moments like a torn pectoral muscle (the saddest moment I’ve witnessed on Centre Court - speedy recovery Grigor).
Wimbledon has again delivered a masterclass in how to engage, entertain and embrace today’s tennis fans.
The AELTC, a traditional sports organisation steeped in incredible history, is one of the most digitally progressive organisations embracing all opportunities to bring tennis, and specifically Wimbledon, to as many people as possible.
Over 75% of Snapchatters use the app while watching live sport, and this year Wimbledon leveraged digital platforms like ours to enhance the sporting experience for all fans. With specialist content, AR lenses and an official clothing collection on Bitmoji, the tournament spoke directly to young fans while making the sport more appealing to a much broader audience.
Closer to court
Whether it’s a breathtaking rally, a rogue Champagne cork interrupting a serve at the men’s final (who does that btw?!), or whichever celebrity is in the Royal Box, there’s far more than the final score to enjoy. The next generation of sports fans expect a frictionless experience, driven by proximity, access and personality.
Wimbledon’s strategy delivers exactly that - there is something for everyone. Every year Wimbledon creates an open invite to celebrate “tennis in an English garden” - as the commercial and marketing director of AELTC Usama Al-Qassab recently coined it.
Fandom in sport starts early, usually caused by watching an individual do something incredible. My passion for tennis began with Andre Agassi but was cemented with Roger Federer’s buttery back-hand.
Following athletes is not a new phenomenon, but access has never been better and athletes can now speak directly to fans authentically. Just look at how open Emma Raducanu has been with fans since her major at the 2021 US Open, sharing the ups and downs of recovery from injury, training, and life beyond the court.
It’s an evolution we see across sport and reflected on Snapchat - the demand for athletes to be their authentic selves. From Formula 1 drivers to footballers, tournaments and teams are accessing a new depth of engagement with personal stories beyond the court, pitch or track.
We see this work particularly well on our platform, where the absence of public comment sections, visible likes and follower counts, creates a space for athletes and fans to show up as their true selves. Last season when Nottingham Forest played Fulham, Alex Iwobi and Ola Aina, two prolific Snapchatters with huge followings, took to Snapchat to share banter about the game, building so much organic traction that the match was dubbed the ‘Snapchat Derby’.
The power of the story
At its heart, sport is storytelling. Each year, Wimbledon becomes a stage where countless stories come to life. Take Iga Swiatek. She entered the tournament as world number one, but with a poor track record on grass, wasn’t tipped to win, until she flew through the final without dropping a single set. Or Emma Raducanu, who showed that after a few difficult years, she has all the skill to reenter the world top 10.
Those narratives capture imagination, and there are millions of new and potential fans who are yet to discover them. Providing inclusive, fun, and non-judgemental touchpoints allows everyone to be part of a sporting moment like Wimbledon.
Courting new fans
Sports partners find the most success when they lean into crossovers with music, fashion, and entertainment. Think about when Barcelona FC dropped a Travis Scott x Lamine Yamal crossover with exclusive merch, or Taylor Swift’s impact on the Kansas City Chiefs. The intersection of culture and sport drives modern fandom, taking it beyond the hardcore fans to a much wider audience.
Wimbledon is the pinnacle of tennis and to some the pinnacle of sport itself. But it has always embodied much more than that. It’s a shorthand for British summer: Pimms, strawberries and cream, mown grass, sunhats, and picnic blankets. And it’s a magnet for celebrities like David Beckham, Olivia Rodrigo, and Tom Holland, ensuring there’s always a second or third reason to tune in.
Wimbledon’s strategy reflects a modern fan need, to feel part of the experience even if they’re following from afar. This year’s Wimbledon-themed Bitmoji range, let fans dress their avatars in tennis fits, tournament t-shirts, and the iconic strawberry hat - mirroring their physical merchandise. And this was complemented with an AR quiz Lens that sorted Wimbledon’s fans into ‘types’ - turns out I’m a “Strawberry & Cream Casual - light-hearted fun, here for the snacks and sunshine!!”
The world of sport is in constant evolution, shaped by fans and technology. Much like an elite athlete, Wimbledon understands that staying at the pinnacle of the game requires more than hard work, it’s a growth mindset driven by a desire to showcase and celebrate the sport with as many people as possible.
We’re in a new era of fandom where sport is no longer only played within the chalk lines of a court for the few. It’s entertainment, with powerful stories that resonate in the hearts and minds of the masses.
Wimbledon just served an ace. So, what’s your move?
Kahlen Macaulay is head of international sports partnerships at Snapchat
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