Standout PR from Wimbledon 2025

Jamie Nagioff, associate director at Ready10: “This year may have seen outrageous strawberries and cream sandwiches from M&S, and neat looking all-white cans of Stella Artois, but the real PR winner of the tournament was a collection of 74 seats at Centre Court.

"Yes, I’m talking about the Wimbledon Royal Box. From Hugh Grant’s forty winks, to Anna Wintour’s refusal to wear the free hat, to a hilarious juxtaposition of 22-year-old pop sensation Olivia Rodrigo sitting next to old-school football boss Roy Hodgson, the location offered memes galore and kept Wimbledon firmly in everyone’s eyeline.

"But, the guest list selection was also hugely important for public perception. What once felt like a totally elitist section of SW19 now feels like an enjoyable eclectic collection of all your favourite celebs, a challenge perhaps not quite yet risen to by the likes of Royal Ascot.

"There’s still an elitist element, of course, but guests such as Anthony Joshua, Jodie Comer and Stormzy show the All England Club is opening up to people with proud working class roots. And, even though they aren’t the ones playing the tennis, their sheer presence within the Royal Box acts as an encouragement for members of their communities to believe tennis is a sport for them."

Ken Lee, account executive at MatchFit: “I’ve loved watching and playing tennis since I was a kid, and Wimbledon has been incredible again this year. In terms of PR moments, I've been really impressed with Wimbledon's own social content, particularly their 'Overheard at Wimbledon' series with crowds and professionals mic’ed up. With so much content and competition across socials now, these gained huge traction across for you pages (FYP), and they have given consumers and fans of the sport a unique insight into how both the crowd and the pros interact. This wholesome, behind the curtain content is why the likes of the new F1: Drive To Survive film has boomed as much as it has done, because it is giving viewers an inside look into the sport.”

Olivia Thwaites, account director at John Doe: “It’s been a joy to see the UK reinvigorate its love affair with Wimbledon, and this year’s feels like it’s raised the bar for relevant brand activations that naturally embed themselves in the culture of the event.

“One stand-out for me has been Ralph Lauren, whose status as official outfitter to the Championship was elevated by clever heritage plays on social, like bringing its iconic Bear to life in content with Joanna Lumley.

“Another masterstroke in Wimbledon’s cultural relevance? The surprise appearance of Anna Wintour. Just weeks after stepping down as Vogue’s editor-in-chief, her attendance was a perfect PR moment that did everything right. She didn’t need a headline; she was the headline. It was the alignment of occasion and message, and a nod to her enduring relevance. Where Wimbledon is the perfect combination of heritage and cultural currency, Wintour’s presence showed that even off the court, some of the game’s best PR moves are all about positioning.”

James McMath, account director at Press Box PR: “Tennis is thirsty work and this year’s Wimbledon PR highlights were owned by drinks companies. Evian’s refillable water bottles distributed to players became a money-can’t-buy collectors’ item, until they started popping up on eBay for hundreds of pounds. It was also interesting to see Wimbledon bars serving Pimm’s mocktails to keep up with an increased desire for no and low-alcohol drinks from spectators at SW19.

“The standout activations this year belonged to Stella Artois. The official beer partner of The Championship recognised the demand for alcohol-free alternatives, launching its 0.0% product on draught for the first time.

“There were Stella-branded London buses and taxis serving the public throughout the two-week tournament. And the real winner was Stella’s eye-catching limited-edition white can, paying homage to Wimbledon’s traditional dress code for players. Helped by two weeks of scorching weather, it meant Stella Artois and its zero-alcohol alternative was very much front-of-mind for tennis fans looking for a thirst-quencher.”

Fraser Clarke, senior account director at Stripe: "I think one of the best PR moments from this year's Wimbledon came when Carlos Alcaraz immediately rushed to the aid of a member of the crowd who'd been taken ill during his first-round match. Without thinking, he urged the umpire to halt the match and rushed to the crowd with a bottle of water from his bag. He then responded to the family's thanks on X, telling them 'it was nothing'. Totally authentic, relatable and genuinely helpful - while earning Alcaraz a legion of new fans. All the hallmarks of a successful PR campaign."