Last week, members of the WePlay team soaked up the atmosphere and iconic traditions at Wimbledon, all whilst capturing the storytelling moments that unfolded both in the stands and behind the scenes in VIP Hospitality.

 

Being on the ground offered a fresh perspective on how the event is evolving and how its digital presence is hitting all the right notes. Wimbledon’s approach to digital storytelling inspired us, a masterclass in blending tradition with trends to capture and engage modern audiences.

Tennis fever had also fully gripped those of us in the office, and no, it wasn’t shouting at the TV screen at Britain’s Cam Norrie or eating our bodyweight in strawberries and cream. It was the fresh and inspired organic content, proving that you can spark conversation without having too much commercial sponsorship and product placement.

The tournament’s content balances tradition with modernity, unpredictability with the predictability of Britishness. But all of these tactics are vying for one thing. Attracting younger audiences in a way that may be considered juxtaposing for traditionalists. The small, unpolished moments became the biggest digital talking points that translated to online, trending engagement.

So, how did the legacy brand’s content take off like Sinner’s forehand?

Small moments can feel like the largest statements:

For most people, Wimbledon can feel like nothing more than a distant dream, a once-in-a-lifetime experience.

For many, the closest they’ll come is watching the live broadcast or catching up on highlights and key moments. And when it comes to sharing those moments, there’s no greater communal space than social media, where the conversation truly comes alive. And when you have almost two weeks of behind-the-scenes moments, player spotlights and trending discoveries, it’s about finding the less polished moments in what is a strict, formatted event.

 

@wimbledon Showing some love to our Ladies’ Singles semi-finalists 💚💜 #Wimbledon #tennis ♬ original sound – wimbledon

Content series that just make sense:

“Why didn’t I think of this?” said every social media manager, everywhere. Nothing captures authenticity quite like the voices of those experiencing it first-hand, sharing honest, heartwarming glimpses of the event as it unfolds. Whether they’re in the stands or sipping a Pimm’s on Murray Mound, these real-time moments open the door for digital audiences to join the conversation beyond the in-person bubble. Short-form content is putting sport directly into the hands, and eyes, of the people, breaking down the barriers of exclusivity that have long surrounded the world’s oldest tennis tournament.

 

@wimbledon Overheard at Wimbledon is BACK 🤩 #Wimbledon ♬ original sound – wimbledon

The trends:

Wimbledon is a brand in its own right, but giving the event a distinct personality, humanising it, is a whole different ballgame, quite literally. The sharing and interaction of content only works when there’s genuine buy-in from everyone involved. Trends are cultural capital, and when you have Sabalenka joining TikTok dances, it adds a relatable, human touch to athletes who are often seen as stoic and untouchable. Then there’s the full 360 experience: the trending sounds, the celebrity sightings, the high-end fashion. This is the attention-driven currency that keeps fans engaged and fuels digital native sports culture. The cultural capital buy-in.

 

@wimbledon Rain at Wimbledon is SERIOUS business 🤨 #Wimbledon #tennis ♬ Funny video “Carmen Prelude” Arranging weakness(836530) – yo suzuki(akisai)

 

The biggest takeaway? It’s all about the audience—finding them, understanding them, and speaking their language. Because the narrative doesn’t stop once the final ball is hit; in many ways, that’s when the real storytelling begins.

 

 

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