Match point: How can small businesses be top seed at Wimbledon?

Wimbledon is just around the corner. And as the world's best tennis players chance their arm for a place on the centre court, thousands of small businesses vie for the fan's attention and use Wimbledon to market their business. It's the world's oldest tennis tournament and perhaps the most prestigious event in the sporting calendar.

Traditional favourites

Before the neck-craning action on 15 and 16 July, there are many Wimbledon classics you can always rely on. The distinctive look of lawn tennis is a natural fit for gardening equipment, clothes, and fashion labels, from sunglasses to protecting your eyes. At the same time, you cheer on your favourite players with posh umbrellas for when the inevitable rain pours down. 

Offering promotions on related products is one way to tap into the hype around the event. Even if you can't reach the crowds on Murray Mound, sales and catering companies should consider mobile pop-up stands near local tennis events or big-screen viewings. Any company can create a pop-up merchandise tent for an accessible branding initiative that bonds your brand with the legacy of Wimbledon. There are even loans available for such events through alternative financing.

Wimbledon hospitality

It might make sense for your business to get a suite at Wimbledon to reward employees or wow potential clients. A Centre Court Skyview suite will set you back about £1,720pp +VAT, but with that, you'll get private suites for 10 or 20 guests and:

• Centre court access

• 4 course á la carte menu

• Chauffeur service & concierge

• Centre court tickets

Brand Great Britain

If you're looking to appeal to passionate fans from around the world who are coming to the UK in record numbers, tapping into the GB brand is an excellent way to get attention and boost sales.

From using the Union Jack on material materials to offering products with a British seal of approval, there are many ways your business can benefit. It's the perfect time to invest in souvenirs such as flags and T-shirts and let the power of Wimbledon give your business an ace.

Brand identity

Wimbledon has endured and remained at the forefront of tennis while aligning with what commercial partners are looking for. 

Their strategy is different to what is happening elsewhere in the sport. Premier League football clubs, for example, often chase the money. While revenue and profit are essential to Wimbledon, the brand has strategically protected its bottom line.

Their response to the changes in the global marketplace is slower and more subtle than some of the football clubs.

One of the other great things about Wimbledon is its brand narrative — there is a story behind it. It's about history, tradition and the idea of Englishness. Small businesses need to identify their similar narrative if they want to succeed.