Wimbledon is evolving. While the matches still matter, the way fans engage with the tournament has undergone a transformation. Wimbledon is no longer just about the matches; it's about what you wear, what you post, who you follow, and how you show up online.
We analyzed 437,000+ Wimbledon mentions from March to June 2025 to uncover a compelling portrait of how consumers are experiencing the event in real time.
We discovered that Wimbledon isn’t just watched, it’s shared, and image matters. In fact, 28.7% of all Wimbledon-related posts in 2025 contained images—a staggering stat when you consider the scale of conversation.
And what are they taking pictures of besides players?
From scenic court shots to strawberry-laden picnic blankets, fans are curating their own Wimbledon narratives through images. This isn’t just social media as commentary. It’s personal storytelling. Aesthetic matchday fits, outfit close-ups, and filtered views of Centre Court all signal the same thing: Wimbledon is now a lifestyle brand, and fans are its most creative ambassadors.
Posts are about the atmosphere, tradition, and visual cues that make Wimbledon feel timeless, yet Instagram-ready. And micro-influencers are driving the look and the language.
Forget mainstream press. The top-performing content isn’t always coming from broadcasters—it’s coming from everyday creators. Personalized voices on TikTok, YouTube, and X create content that hits harder, resonates more, and pulls substantial engagement per follower.
Whether it was styling guides, dress code hot takes, or cheeky commentary on celebrity outfits, these influencers turned Wimbledon into a participatory fashion moment. They're not reacting to the tournament. They're pre-styling it.
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This creator-led movement transforms Wimbledon from a sporting event into a participatory fashion and cultural moment. These influencers help shape not just what fans wear, but how they talk about Wimbledon—with wit, style, and relatability.
As influencer content reshapes how Wimbledon is perceived, it's also reflecting a shift in who’s tuning in, and who’s taking ownership of the narrative.
Wimbledon is becoming more inclusive—and the data proves it. According to the United States Tennis Association (USTA), there has been a significant and steady uptick in participation amongst Hispanic/Latino, Black/African American, and Asian/Pacific Islander populations since 2019:
“The growth was most dramatic amongst the Hispanic/Latino population, which has seen a 90 percent increase over the last three years, and saw a total of 3.8 million players in 2022. Black/African-American participation has increased by 46 percent over the last three years, with 2.3 million players in 2022, and Asian/Pacific Islander participation has increased by 37 percent over the last three years, with 2.4 million players in 2022. People of color now represent 38 percent of the U.S. tennis-playing population, up from 32.5 percent in 2019.”
This is also reflected in Wimbledon’s audience, as seen in our June 2024 – June 2025 demographic snapshot, where Asian and Hispanic ethnicities over-index at rates of 1.18 and 1.14, respectively:
Youth engagement is also on the rise: Gen A and Z (the under-18 and 18–24 crowds) over-indexed at 1.16 and 1.09:
Overall, gender engagement appears to skew male, but women slightly over-index here, showing that it would be unwise to neglect these eager consumers even though you may not see them engaging as often:
Wimbledon has become a global, intergenerational touchpoint, bridging generations and cultures through sport, fashion, and digital storytelling.
It’s not just who is watching that’s changed; it’s how they feel. And what they’re feeling goes beyond polite applause or simple stats.
As seen in the sentiment dashboard below, neutral posts dominate the volume, but they don’t tell the whole story.
Despite the large percentage of neutral posts (89.1%, as measured in our very first image here), sentiment analysis reveals strong emotional undercurrents.
Fans described the tournament with words like "champion," "comeback," and "favorite" on the one hand—and "struggle," "boring," and "ridiculous" on the other. Our clustering analysis shows dominant storylines included:
One way fans channel that emotional energy is through fashion and food. These have become more than traditions—they’re personal statements.
If the data says anything, it's this: Wimbledon is now a lifestyle event.
In May 2025, mentions of fashion increased exponentially year-over-year. Mentions of food and drink fluctuated during the same period. Whether it was Margot Robbie's Alaïa polka dots, butter-yellow dresses (both from Wadez’s video), or Grade 1 English strawberries, fans were posting what they wore and what they ate, not just who won.
But with growth came scrutiny. While fashion sentiment held strong (81), food sentiment dropped from 80 in 2023 to just 44 in 2025—a signal that brands playing it safe or at a surface level may miss the mark.
Taken together, these behaviors—what fans feel, wear, and share—reveal a web of interrelated stories. And that’s exactly what the most connected conversations help illuminate.
Across all Wimbledon-related posts, we identified the strongest clusters of interconnected discussion.
Wimbledon Most Connected Conversation Trends (Apr – Jun 2025)
This view reinforces the idea that Wimbledon is not a monolith. It's many experiences, layered together. The cultural and fan impact is palpable.
Tennis Cultural Impact: Exploration of tennis as a cultural phenomenon, including its interaction with celebrity culture, societal events, and media coverage. The impact of tennis on public engagement and its role in broader cultural and social debates are highlighted.
Fan Engagement and Legacy: Highlights the impact of tennis legends and fan reactions, particularly focusing on the communal and emotional connections fans share with the sport.
Cultural and Culinary Themes: The documents emphasize the intertwining of cultural and culinary themes with the Wimbledon Championships. They highlight the UK's vibrant theatre scene, seasonal food trends, and the iconic Wimbledon dessert, strawberries and cream. These elements showcase how cultural expressions and culinary experiences contribute to the broader atmosphere of Wimbledon.
Ticket Acquisition and Event Accessibility: Challenges in acquiring Wimbledon tickets, including long wait times and system glitches, are significant themes. These discussions reflect the high demand and enthusiasm for attending Wimbledon, illustrating the broader public engagement and the logistical hurdles faced by fans.
Fashion and Marketing Strategies: Fashion, particularly in watches and wedding attire, and strategic marketing actions like the Ham Yard Hotel's 'Centre CourtYard' activation are notable. These themes discuss how Wimbledon serves as a platform for both fashion statements and marketing opportunities, linking sports with broader lifestyle and entertainment industries.
Wimbledon's reach is no longer confined to the court. It’s a global moment. A cultural collage. A style showcase.
For brands, this means the rules have changed. If you're only showing up during match highlights, you're missing the real match: the competition for attention, relevance, and resonance in fan feeds.
To stay relevant, marketers need to move beyond sponsor logos and match recaps. They need to post like fans, not talk at them. Mirror the vibe, join the ritual, and understand that for millions, Wimbledon isn’t just sport—it’s the backdrop to their summer story.