With the Wimbledon Championships in full swing, our first Chart of the Day this week explores why social media, particularly social shares and comments, can be so crucial to spreading the message of a sports brand like Wimbledon.
In 2016, The Championships launched its first ever campaign aimed directly at consumers – “In Pursuit of Greatness” – with McCann London. This year, video has been an important focus of this campaign to promote the Wimbledon brand, which is understandable given our research shows that 3 in 10 Wimbledon Fans are watching branded video online. And it’s these fans that could hold the key to the brand’s future growth.
Wimbledon Fans are avid social networkers, using an average of 8 social media platforms (from messaging services like WhatsApp to social networks like Facebook). There are clear opportunities to engage these fans via social too – 30% say they use social media to watch or follow sports events (70% ahead of the average), while they are 60% more likely to be following sports stars (34% do). And we see high figures here across APAC, which the Wimbledon brand has identified as a key target market.
This engagement can bring results too, considering Wimbledon Fans are 70% more likely to be posting online about sports (20% are) and 45% more likely to be sharing branded content across social media.