A new study by sports and entertainment intelligence company Repucom has found Wimbledon is the top grand slam championship for attracting social media-savvy tennis fans.
Compared to the French, US and Australian Opens, the English tennis tournament is the biggest in engaging and maintaining its social media fan base around the world on Facebook, Twitter and Instagram.
To start, Wimbledon currently has a combined fan base of over 4.1 million, compared to 3.7 million for the French Open. Looking at 2014’s stats, Repucom found Twitter buzz (analysed by tracking the most popular keywords and hashtags associated with each tournament) peaked during last year’s Wimbledon final with more than 585,000 posts – almost double that of any other Grand Slam.
So far this year, Wimbledon posts which centred on score updates have been almost 33% higher than the other Grand Slam opening days. And to date, 34% of all Wimbledon’s Twitter posts include either a video or picture. This compares to 25% for the French Open, 15 % for the US Open and 14% for the Australian Open.
Nostalgic content and staying true to the brand
Max Barnett, Repucom’s head of digital (UK&I), said Wimbledon’s use of archived footage among other content themes are what drives the tournament’s dominance in tennis, as well as staying true to its strong, brand values.
He said: “Here fans are not just kept up-to-date with scores during the Slam, they are given exclusive ‘behind-the-scenes’ access delivered direct to their mobile devices.
“All this content is packaged up in engaging infographics and short-format video.”
Barnett went on to explain that the size and engagement rates of Wimbledon’s social fan base creates a great opportunity for partners to access potential new and existing customers. He said:”Indeed, collaborative social media activation in an authentic and non-promotional way should engage far more than traditional advertising and provide a better ROI.
“Identifying and valuing popular ‘fan stories’ and activation opportunities seems to be the next step for Wimbledon before they can start monetising in this space. Imagine for example, Wimbledon heritage content series, with corresponding hashtags, brought to you by Jaguar”.
Here’s a look back at five years of Wimbledon and brands.
Take a look at the five ways Wimbledon got social in 2014.