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Wimbledon on Social Media: How New Formats Continue a Legacy
Manicured grass, pressed tennis whites, filled glasses of Pimms—that’s right, it’s Wimbledon. A British calendar staple, the tournament continues to draw the nation in for hours of racket-whipping theatre.
On social media, a mix of content has emerged, from professional snaps of players to candid videos of the infamous queue. Brands won the spotlight with creative marketing stunts, including product launch events with top players, Wimbledon-themed shops, and strawberry and cream sandwiches.
We’ve analysed how Wimbledon is performing on Instagram, YouTube, and TikTok in 2025. We used data from the influencer marketing platform Kolsquare to examine who is making the biggest impact, which audiences are engaged, and how Wimbledon stacks up against other major sporting events.
Wimbledon tribune
Key takeaways
- Wimbledon’s strongest EMV came from Instagram. TikTok trailed. However, authentic moments shared via TikTok made a splash.
- Wimbledon is teeming with influencers, but it is players who are generating the most noise, with Carlos Alcaraz, Novak Djokovic, and Jannik Sinner among the top EMV drivers.
- Only 4.59% of the audience interacting with Wimbledon-tagged content came from the UK. The biggest share stems from the US, Belarus, Brazil, and Denmark.
- Wimbledon sponsors Ralph Lauren, Evian, Rolex, and Lavazza tapped into creators with narrative-led content.
Wimbledon: In person and on the small screen
The London Grand Slam is expected to attract approximately half a million visitors over the course of two scorching weeks in July. This year’s tournament has already captured the country’s attention. Aryna Sabalenka’s straight-sets victory over Emma Raducanu pulled in a TV audience of five million, making it the third-most-watched non-final match in four years.
Wimbledon’s immaculate branding of greens and purples, strawberries, Pimms, and hard-to-grab tickets sets it apart from other tournaments. It remains steeped in tradition, cautiously introducing new tech. While issues with the line-calling system dominate the press, social media sentiment remains focused on the players, atmosphere, and personal experiences.
Social media impact: how Wimbledon translates to vertical screens
Between June 5 and July 5, Wimbledon amassed €33.95m EMV from posts mentioning its official accounts on TikTok and Instagram. The latter is the biggest hitter, responsible for 97% (€33.02m) of the buzz, with 15.21m engagements.
EMV estimates how much the conversations and interactions sparked by social media content would have cost through traditional marketing channels. In 2025, EMV is up 47% from the same period last year, and estimated impressions are an impressive 60% higher, as shown below.
How do other platforms fare? TikTok’s top-performing content primarily stems from brands and influencers. On YouTube, where long-form video is king, deep dives into match tactics generate the most engagement.
But there is a common thread. On all platforms, sentiment is mostly positive. The players receive supportive comments that celebrate successes and commiserate on losses. Celebrity and influencer content also resonates.
Influencer partnerships: who generated the most buzz?
For this section, we’ll look at the top five influencers tagging the tournament’s official accounts across TikTok and Instagram by EMV. This year, the top performers are all Instagram accounts.
These are the most engaging social media accounts tagging Wimbledon between June 5 and July 5:
- ATP World Tour (@atptour, 3.37M followers, Instagram), the governing body of men’s tennis, dominated the leaderboard with €2.69M in EMV across 41 pieces of content, including 33 reels and 12 stories. The account generated over one million engagements, with content showing match snapshots and behind-the-scenes action.
- Rising star and reigning Wimbledon champion Carlos Alcaraz (@carlitosalcarazz, 7.14M followers, Instagram) delivered €1.84M in EMV from just six posts. His content, primarily reels and carousels, generated a remarkable 1.49m engagements and a 5.23% engagement rate (ER). Alcaraz’s content features sponsored advertisements, match stills, and behind-the-scenes moments.
- Fashion heavyweight POLO Ralph Lauren (@ralphlauren, 16.45M followers, Instagram) sponsors the tournament, designing the striped uniforms worn by the ball girls and boys. The brand made a mark with €1.62M in EMV from 19 pieces of content—seven reels, seven posts, and five stories. Despite the volume, the brand earned just 222K engagements. However, this is partly due to the brand’s giant follower count.
- Italian tennis star Jannik Sinner (@janniksin, 3.8M followers, Instagram), fresh off his recent Grand Slam wins, brought in €1.5M in EMV through a lean mix of content—three posts, five stories, and two reels. His 1.16M engagements yielded an excellent ER of 4.39%. His content is a selection of match shots, practice sessions, and sponsored content.
- Novak Djokovic (@djokernole, 15.85M followers, Instagram), chasing yet another major title, generated €1.48M in EMV across nine pieces of content. The Serbian tennis legend’s output drew 731K engagements and posted a 1.54% ER. A post showing Djokovic taking a selfie on court with fans received over 272K likes.
Overall, tennis players won the most EMV. However, celebrities and influencers also made an impact.
Sakshi Keswani (@beingsuku, 2.12M followers, Instagram) engaged her audience by creating content around Wimbledon, generating €757K in EMV. While that’s dwarfed by ex-footballer David Beckham (@davidbeckham, 88M followers, Instagram), who generated €1.4M EMV, it beats actress Jessica Alba (@jessicaalba, 21M followers, Instagram), who brought in €611K EMV with carousels of her Wimbledon experience.
Keswani’s most popular reel includes the text “first surprise after an arranged marriage”, building a story around a trip to Wimbledon. It earned 7.09M plays, 560K likes and over 1.6K comments.
Who’s watching Wimbledon? A global audience, with high credibility
So, which audience is the content reaching? Interestingly, Wimbledon’s online audience is more global and diverse than you might expect, according to data from Kolsquare.
Here are the top insights about the audience of content tagging the brand:
- Audience credibility was high (74.4%)
- The majority are male (59.5%)
- Most (42%) are aged between 25 and 34, and 28% are aged between 18 and 24
Tennis audiences are mostly Millennials (34%), Gen X (32%), and Boomers (27%), with Gen Zers (7%) showing significantly less interest, according to S&P Global’s data from 2022. However, on social media, younger generations dominate, which may affect who is watching online.
Even more surprisingly, the top content tagging Wimbledon reached viewers well beyond the UK.
Here’s a breakdown of the location of audiences interacting with content tagging Wimbledon:
- United States: 14%
- Belarus: 13.7%
- Brazil: 9.61%
- Denmark: 8.36%
- Italy: 7.63%
- Bulgaria: 7.06%
- Serbia: 6.94%
- Croatia: 6.74%
- India: 5.87%
- France: 4.87%
- United Kingdom: 4.59%
Countries with a fraction of Britain’s population rank higher, begging the question: is the tournament's focus on British tradition more appealing to those outside the UK?
Audience interests were more predictable. Sport and fitness topped the list (53.9%), but audiences were also interested in friends and family (37.4%), travel (32.9%), fashion (31.8%), and photography (31.2%). This indicates that the tournament has broad appeal across various popular niches.
Comparative analysis: Wimbledon vs. other sporting events
Wimbledon punches above its weight. Despite having only 6.53M followers on Instagram compared to the Champions League’s 121.2M, the tennis tournament delivered strong influencer participation (1,937 KOLs) and a higher post volume than both UEFA and the FA Cup.
Wimbledon’s EMV (€33.29M) far outpaced the FA Cup (€5.5M), though it still came in far behind UEFA’s commanding €127.64M.
So, even though Wimbledon’s brand is growing on and offline, it still can’t compete with international football tournaments. However, we should acknowledge that the distinct formats of these tournaments make an exact comparison tricky.
Trends & insights: what works for Wimbledon online?
This year, successful content varies. McLaren is on a roll, creating content about cultural moments that viewers can’t stop watching—and liking. Aspirational content also resonates, even without showing the influencer's face.
Let’s take a look at the social media content tagging Wimbledon that’s going viral.
McLaren on TikTok: The genius of low-key content about stars
McLaren (@mclaren, 6.7M followers, TikTok) went viral for its Glastonbury content. It has done it again at Wimbledon.
Popular F1 driver Lando Norris features in a simple TikTok video of attempting an “around the world” trick—bouncing a tennis ball on the strings and then the plastic edge until it returns to the side he started on.
The concept is simple but engaging, gaining 61K likes and 404K plays. Most importantly, it feels natural rather than scripted. That’s where TikTok shines, with authentic content that captures a spur-of-the-moment feeling.
Influencer events: Sabalenka x IM8 health
David Beckham and Prenetics co-created IM8, a supplement brand with premium ingredients. The product launch at Wimbledon House featured Aryna Sabalenka (@arynasabalenka, 3.1M followers, Instagram), the women’s world No. 1 tennis star. She joined Prenetics executives and influencers to share how the supplements fuel her success.
Influencer Tina Lond‑Caulk (@thenutritionguru, 14K followers, Instagram), a UK-based nutritionist, author, and wellness speaker, presented the event. Her post featuring the launch has an EMV of €73.3K, with over 70K likes and 198K plays. This health-focused brand capitalised on the hype and reputation of Wimbledon.
Mixing food, visuals, and tradition: M&S, Subway, and influencers
TikTok creator Alice Fevronia (@alicefevronia, 61.1K followers, TikTok) brought a fun and educational twist to Wimbledon content. In a viral video, she crafts imitation tennis balls made of cake. As she frosts the treat, Fervronia shares some Wimbledon history, explaining that David Attenborough sparked the change to today’s fluorescent tennis balls.
The post has 30.8K likes and 527K plays, tapping into her niche of creative food designs with a historical or cultural hook.
Fevronia wasn’t the only one capitalising on Wimbledon tradition. Subway and M&S went to battle—both producing a strawberry and cream sandwich. The topical products caught influencers’ and the public’s attention. Some eager shoppers even formed queues before opening hours outside M&S shops to get their hands on the treat.
Lilly Whitfield (@lileview, 122.4K followers, TikTok) tried both sandwiches. In a TikTok video, Whitfeld and a friend try the themed treats while sitting on a park bench. The setting evoked Wimbledon, and the clear shots of the food, including a slightly disgusting first scene, engaged viewers. The post generated €62.2K EMV from 28K likes, 3K shares, and 192 comments.
Informative day-in-the-life content connects
For those who manage to get into Wimbledon, there’s an opportunity to share general experiences, which intrigue many watching from home.
In one video, influencer Elle Anore (@elleaanore, 161.3K followers, TikTok) shares her day at Wimbledon, starting in the queue for tickets at 6 am. She begins the video by proving her knowledge, stating that it’s her 5th time queuing for tickets. The post has 29.3K likes.
Another influencer, Hettie (@hettsjc, 49K followers, TikTok), shared TikTok content from the queue. One post generated €28K EMV, another €34K. The influencer discusses the atmosphere in the queue.
However, reports weren’t all positive. Honest reviewer, Alex Dodman (@alexdodman, 190K followers, Instagram) didn’t enjoy the experience. Despite queuing from before 4 am, he shares that he couldn’t get a ticket to any of the main courts. The post has 19.9K likes and 678 comments.
Faceless influence: The seduction of a first-person experience
Louis Nicolas Dabron (@louisnicolasdarbon, 233K followers, TikTok) posts faceless content of a highly aspirational lifestyle—exotic locations, sports cars parked outside stately homes, and designer garments worn on yachts.
Faceless content is exactly what it says on the tin; influencer content that never, or very rarely, shows the influencer’s face. For viewers, the content feels like a lived experience.
Darbon’s Wimbledon post was no different. In the TikTok video, the audience takes a first-person perspective, seeing only the suit, watch, vintage car, and laptop, with a Wimbledon match playing on screen. In the background, strings play.
The content aligned with Wimbledon’s prestigious branding, and it performed well, equalling €115K in EMV from 68K likes, 414K plays, and 6K saves.
Tennis players x influencers: Creating comedy and engagement
Comedy creator, Balkan Dad (@balkandad, 1.13M followers, Instagram), posts content about Balkan culture. He invited fellow Balkan and tennis player, Novak Djokovic, to join him in a video about getting ready for Wimbledon. The video was a hit, generating €414K EMV, with 265K likes and 52.5M plays.
YouTube’s unique offering: Tactical analysis in long-form content
On YouTube, the most popular content is deep analysis. This is the only platform suited to these deep match breakdowns, often over 20 minutes long. The creators are typically tennis specialists with a devoted, niche fanbase.
Below, influencer account Serve Voller (@ServiceVollee, 47.7K subscribers, YouTube) analyses who will win Wimbledon in a 30-minute video.
Wimbledon sponsors: How they capitalised on the tournament on social media
Sponsoring events is a powerful tactic. It gives the brand visibility in person, on TV and on social media.
Let’s explore how the key sponsors performed on social media.
POLO Ralph Lauren
Ralph Lauren’s Wimbledon campaign made a powerful impression on TikTok—not with polished fashion shots, but with handmade art. Its collaboration with artist Andrea Love (@andrea.animates, 2.5M followers, TikTok) featured two miniature felt figures watching a tennis match. The detail is impressive: a tiny Ralph Lauren bag, tailored suits, and watchful eyes following the ball back and forth across the court.
The TikTok video, shared by Ralph Lauren, pulled in 14.8K likes and 649K plays. It delivered €35K in EMV.
Evian takes a classic approach, tapping into star power
Evian (@evianwater, 177K followers, Instagram) stuck to a tried-and-tested formula for Wimbledon 2025. The brand activated Jessica Alba, Carlos Alcaraz, and Emma Raducanu for polished carousels and reels.
While it didn’t generate the experimental buzz of other campaigns, Evian’s approach proved that consistent style, A-list faces, and solid production values can still deliver impact. Its content tagging Wimbledon generated €11K EMV on Instagram.
Rolex: Timeless influence
Rolex partnered with star tennis player Coco Gauff. A video posted on the official Wimbledon account showed the tennis player reflecting on her Wimbledon debut while wearing a Rolex watch. The video, which tags Rolex, earned 27K likes and tapped into the brand’s long-standing ties to tennis.
On the influencer side, William Wade (@williamjwade, 166K followers, TikTok) shared a video that embodied the Rolex aesthetic. His post, set to “This is a Man’s World”, shows him suiting up in classic tailoring, evoking old-school prestige. The video tagged both Rolex and Wimbledon, garnering 17K likes and reinforcing the tournament’s luxury associations.
Lavazza goes full Wimbledon to celebrate 15 years of sponsorship
Lavazza UK marked 15 years as an official Wimbledon sponsor by launching a tennis-themed experience at its flagship shop in London, creating a shareable experience designed to draw foot traffic and online buzz.
Lavazza invited influencers to visit and share their experiences. One standout was Candace Salters (@candaceabroad, 155K followers, Instagram), who shared a reel exploring the pop-up, matching Lavazza’s premium-yet-approachable brand tone. The post generated €1K EMV.
Matching the brand to the content plays well
Wimbledon’s power on social media lies in its symbolism. With fewer followers than many global sporting brands, it still delivers standout EMV, thanks to its rich legacy, iconic visuals and real sense of occasion.
Across platforms, one theme stood out: prestige performs. Whether it was faceless influencers capturing ambiance or players sharing professional shots, the best-performing content leaned into storytelling and heritage.
About Kolsquare
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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