Essayer OR - Gratuit
Wimbledon aims for younger fanbase with esports matches
The Guardian
|July 12, 2024
From Hawkeye to AI, Wimbledon traditionalists have spent 20 years railing against the introduction of computer technology on the hallowed turf.
But now the oldest grand slam in tennis is experimenting with hosting a whole tournament in a virtual world.
The 147-year-old championship is holding its first esports competition-competitive online gaming-in an attempt to build a fanbase among young people.
It has also been partnering with influencers to advertise its merchandise and produce content across SW19 to help build its social media presence and win over the next generation.
And its new strawberry-themed merchandise is also understood to target a younger market.
"Our objective is to be at the pinnacle of sport and to be able to broaden the tennis audience, and you can't do that by just retaining your current audience... We do try and acquire younger audiences," said Usama.
Al-Qassab, the All England Club's marketing and commercial director.
Cette histoire est tirée de l'édition July 12, 2024 de The Guardian.
Abonnez-vous à Magzter GOLD pour accéder à des milliers d'histoires premium sélectionnées et à plus de 9 000 magazines et journaux.
Déjà abonné ? Se connecter
PLUS D'HISTOIRES DE The Guardian
The Guardian
MP's husband arrested in China spying inquiry
A former Labour adviser who is married to a Labour MP is among three men who have been arrested on suspicion of spying for China.
4 mins
March 05, 2026
The Guardian
Weight-loss drugs could cut risk of alcohol addiction, study finds
Weight-loss drugs could help people avoid getting addicted to alcohol, tobacco and drugs such as cannabis and cocaine, a study has found.
2 mins
March 05, 2026
The Guardian
Troops killed in Kuwait drone strike are named
The Pentagon yesterday named four of the six soldiers who were killed in an Iranian drone strike on a US base in Kuwait on Sunday.
1 mins
March 05, 2026
The Guardian
UK forces could join strikes against Iranian missile sites, officials say
Britain has not ruled out joining in future strikes against Iranian ballistic missile launch sites amid concerns that otherwise Iran may be able to deplete allies' stocks of air defence interceptors, officials have indicated.
3 mins
March 05, 2026
The Guardian
‘Sensible’ no more? Gen Z binge drinking rates soar
Binge drinking rates among gen Z have tripled since they were in their teens, according to research that challenges their reputation as “generation sensible”.
1 mins
March 05, 2026
The Guardian
As bombs fall on Tehran, Iran’s football future is dealt decisive blows
From the World Cup to the Women's Asian Cup and AFC Champions League, these are troubled times fora proud nation, writes John Duerden
3 mins
March 05, 2026
The Guardian
The empty skies How the US-Israeli war created a massive hole in global airspace
A war engulfing the Middle East has cleared the region's skies, forcing airlines to make drastic rerouting plans and leaving a void in usually busy global airspace.
3 mins
March 05, 2026
The Guardian
Many urban residents have no green space in walking distance
There are urban areas of England where no one lives within a 15-minute walk of space that includes nature, new government data shows, as ministers scramble to meet their access to nature targets.
1 mins
March 05, 2026
The Guardian
He may be no Churchill, but Starmer has the support of the public in ignoring Trump's jibes
It was perhaps the most attention-grabbing moment of prime minister’s questions.
2 mins
March 05, 2026
The Guardian
Burnham in warning to Labour after election loss
‘Andy Burnham has reignited hostilities with Keir Starmer’s Labour leadership, criticising what he described as the “bankruptcy” of the party’s approach to campaigning a week after it lost the previously safe seat of Gorton and Denton.
1 min
March 05, 2026
Listen
Translate
Change font size