Blog / Wimbledon 2021 by The Numbers

Wimbledon 2021 by The Numbers

Key Takeaways

  • Wimbledon remains the most prestigious tennis tournament in the world; reflected in social media performance.
  • Wimbledon had 2.2X more social value than the French Open.
  • Wimbledon partners’ owned content garnered over 6.6X more impressions than the French Open partners’ owned content.
  • The tennis performance of an already established player (high seed) does not affect how they perform on Instagram.

Social Overview

6/21/2021 – 7/11/2021

All Content 

  • 369K Posts
  • 25.4M Engagements
  • 1.9B Projected Impressions
  • $49.8M Social Value

Wimbledon Owned Content (Twitter, Instagram, Facebook & YouTube)

  • 12.5M Followers
  • 2K Posts
  • 21.2M Engagements
  • 690M Projected Impressions
  • $34M Social Value

Activity Over Time 

Owned Content Insights

  • Total number of Wimbledon followers: 12.5M

 

 

  • Wimbledon content / type of posts (out of 2K total posts)

 

  • Wimbledon organic posts source (out of 2K total posts)

 

  • Total engagements: 12.5M across platforms

 

  • Total social value: $34M

Wimbledon Audience

Using general sports fan audience as baseline

  • 20% more likely to be female than the average sports fan
  • 10% more likely to be Gen-Z (6-24 years old) or a Baby Boomer (57-75 years old) than the average sports fan

 

  • 2.6X more likely to be from the UK
  • 0.4X less likely to be from the US
  • 2.5X more likely to be from India than the average sports fan

Wimbledon Audience Brand Affinities

Using general sports fan audience as baseline

  • Affinities: presents the audience’s interests in or about a specific individual/industry category based on the behavior they exhibit on social media

Zoomph bases audience affinities off accounts followed, engagements with accounts, and specific terminology used in the bio of a profile. 

Fashion & Apparel 

  • Ralph Lauren, a partner since 2006, is the 18th most popular fashion and apparel brand.
  • Wimbledon’s audience is 3.3X more likely to have an affinity for Ralph Lauren than the sports fans audience.

Beer

  • Stella Artois, a partner since 2014, is the 8th most popular beer brand.
  • Wimbledon’s audience is 4.4X more likely to have an affinity for Stella Artois than the sports fans audience.

Automotive 

  • Jaguar, a partner since 2015, is the 9th most popular automobile brand.
  • Wimbledon’s audience is 4.3X more likely to have an affinity for Jaguar than the sports fans audience.

Potential Future Partnerships 

Airlines

  • Although Wimbledon does not have any airline partners, almost 5% of its audience has an affinity for British Airways, which is 5.6X higher than the sports fans audience.

Watches 

  • Hublot is the most popular watch brand in Wimbledon’s audience.
  • Another partnership opportunity for Wimbledon could be with Hublot, which is the sponsor to many tennis players (Simona Halep, Karolina Pliskova, etc.) and sports events (UEFA Euro, UEFA Champions League, etc.).
  • Hublot could be a great fit and valuable partnership not only because its luxurious image but also because of their social media activity and following.

Partner Mentions

2021 Wimbledon Partners

    1. Slazenger
    2. Robinsons
    3. IBM
    4. Champagne Lanson
    5. Ralph Lauren
    6. HSBC
    7. Evian
    8. Lavazza
    9. Stella Artois
    10. Jaguar
    11. Pimm’s
    12. American Express
    13. Oppo
    14. Sipsmith
    15. Rolex

Wimbledon Average Rates 

  • Branded content performs worse than organic content

Partner Content

Ranked by social value 

 

HSBC Branded Content 

Wimbledon Vs French Open Partner Owned Content (Twitter & Instagram)

  • 2X more posts
  • 6.6X more impressions
  • 4.2X more social value

 

Wimbledon Partner OWNED Content 

Ranked by social value 

 


Ralph Lauren Campaign

  • Official outfitter of the Championships
  • Partner since 2016
  • “Capturing timeless sophistication and sportsmanship”
  • Also sponsors Team USA & US Open Tennis

This year used a unique approach….

 

Most Liked Ralph Lauren Branded Posts 

 

View this post on Instagram

 

A post shared by Wimbledon (@wimbledon)

  • 757K Impressions (Avg. 507K)
  • 9.49% Engagement Rate (Avg. 6.97%)
  • $24.6K Social Value (Avg. $15K)

  • 209K Impressions (Avg. 292K)
  • 0.71% Engagement Rate (Avg. 0.94%)
  • $3.3K Social Value (Avg. $7K)

  • 405K Impressions (Avg. 425K)
  • 2.15% Engagement Rate (Avg. 1.74%)
  • $12.3K Social Value (Avg. $13.8K)

 

Averages are based on Wimbledon’s owned content average rates for each platform


NFTs

  • Andy Murray x Wimbledon x WENEW
    • The “first NFT collaboration in tennis”

WENEW Owned & Earned 

Dates: 6/24/2021 12:00AM – 7/6/2021 12:00PM

  • 136 Posts
  • 1.25% Engagement Rate
  • 1.7M Impressions
  • $35K Social Value

Andy Murray’s Posts re: NFT 

  • 6 Posts
  • 2.77% Engagement Rate
  • 988K Impressions
  • $24K Social Value

 

View this post on Instagram

 

A post shared by Andy Murray (@andymurray)

Medvedev

  • Ranked #2 in the world
  • “First hybrid NFT in the history of tennis”
    • 129K Impressions
    • 8.75% Engagement Rate
    • $5K Social Value

 

View this post on Instagram

 

A post shared by Medvedev Daniil (@medwed33)


Top Seed Instagram Performance

We tracked the Instagram accounts of the top 10 men and women seeds of the tournament. We also included which round they lost in, to review if any correlation exists between performance of a player and how they rank on social media. We ranked the athletes on average social value per post and then selected the top 10.

Federer, Djokovic and Serena Williams are by far the athletes with the highest average social value per post. Serena surprisingly has the lowest engagement rate. We can rationalize this because she posts branded content that tend to generate less engagement (Beats, Michelob Ultra, etc.)

Tsitsipas had the highest engagement rate, utilizing funny/clever captions and engaging pictures. 

Barty, despite being the winner of the tournament did not produce very high impressions or social value. 

From this data, we can conclude that the tennis performance of an already established player (ie. high seed) doesn’t truly affect how they perform on social media. 


Top Player Content

Ash Barty 

  • 356K Instagram Followers
  • 2.1M Impressions
  • 10.17% Engagement Rate
  • $71.6K Social Value
  • Brand Exposure Metrics:
    • FILA: $36K
    • UKG: $19K

 

View this post on Instagram

 

A post shared by Ash Barty (@ashbarty)

Roger Federer

  • 8.5M Instagram Followers
  • 7.2M Impressions
  • 11.93% Engagement Rate
  • $281K Social Value

 

View this post on Instagram

 

A post shared by Roger Federer (@rogerfederer)

Novak Djokovic 

  • 8.8M Instagram Followers
  • 8.1M Impressions
  • 12.34% Engagement Rate
  • $324K Social Value
  • Brand Exposure Metrics:
    • UKG: $129K
    • Lacoste: $106K
    • ASICS: $11K

 

View this post on Instagram

 

A post shared by Novak Djokovic (@djokernole)


Top Player Content x Branded Posts

Jaguar x Ash Barty 

    • 168K Impressions
    • 12% Engagement Rate
    • $6.6K Social Value

 

View this post on Instagram

 

A post shared by Ash Barty (@ashbarty)

Uber Eats x Andy Murray 

    • 521K Impressions
    • 9.4% Engagement Rate
    • $22K Social Value

 

View this post on Instagram

 

A post shared by Andy Murray (@andymurray)

Beats by Dre x Serena Williams 

    • 1.5M Impressions
    • 3.23% Engagement Rate
    • $39K Social Value

 

View this post on Instagram

 

A post shared by Serena Williams (@serenawilliams)

Head Tennis x Novak Djokovic

    • 1.9M Impressions
    • 8.56% Engagement Rate
    • $78K Social Value

 

View this post on Instagram

 

A post shared by Novak Djokovic (@djokernole)


Closing

After a two-year long wait, the oldest and arguably the most famous tennis tournament in the world did not disappoint. From a social media standpoint, Wimbledon outperformed the French Open on all fronts: from their owned content generating 2.2X more social value than the French Open, to its partners’ owned content garnering 6.6X more impressions than the French Open partners’ owned content.

Wimbledon was also a part of the first NFT collaboration in tennis with Andy Murray and WENEW auctioning off Murray’s 2013 Wimbledon victory.

All in all, Wimbledon remains traditional and historic, while at the same time engaging a modern and growing audience off the courts and online.

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