8th July 2016
UCFB students at Wimbledon to research the importance of brand marketing
Two UCFB Wembley students took in the sights and sounds of one of the most iconic sporting events in the world to capture how it engages with fans through its marketing.
The Championships, famously known as Wimbledon, is as synonymous with its green and purple branding and lack of advertising around the courts as it is with strawberries and cream and rain.
Rachel Waters, a BA (Hons) Football Business & Marketing student, and Mitul Samji, who’s studying BA (Hons) Sports Business & Sports Broadcasting, travelled to SW19 during the first week of the tournament for their research and to see some top class tennis.
Both noted the importance of catering at the tournament, which varies hugely in choice and price. Alongside the exclusive restaurants and champagne bars, tennis fans can also take their place on Murray Mound with fish and chips, the famous strawberries, hog roast and pizza.
Fans soak up the atmosphere on Murray Mound
As with all major sporting events, merchandise is an important source of revenue for organisers and Wimbledon is no different. The pair were able to interview a member of staff from the club shop, who noted the buying habits of certain fans and age groups. Staff explained how the brightly coloured, oversized tennis balls were a favourite of younger fans, and that the most popular items overall were the branded caps, keyrings and umbrellas.
The lack of advertising around the side of the courts was something which both Rachel and Mitul picked up on. Both explained how this enforces the concept and importance of the Wimbledon brand, and that despite its lack of obvious space for other brands to advertise their product, premium companies still want to be associated with The Championships.
Speaking on the experience overall, Rachel said: “Wimbledon was absolutely fantastic! It consisted of a day full of action from start to finish and provided me with invaluable insight into the marketing and management of one of the world’s most iconic sporting events. It enabled me to assess and analyse multiple business concepts such as brand image, marketing, management, sponsorship, culture, fan experience and consumer behaviour in a live sporting environment, which enabled me to gather a deep and realistic understanding of specific business aspects.
“I would like to thank UCFB Academic Deepak Trivedi and UCFB for providing me with the opportunity to attend Wimbledon. It was a truly memorable and unforgettable experience; a day I will remember forever.”
Mitul added: “It was a fantastic experience, one I will never forget, and it will stay long in the memory. I learnt how fans engage and how Wimbledon as a brand and organisation engages with them. It has a different vibe from other sports especially football; hence it was a calm and relaxing for the fans.”