Tennis’ most prestigious grass tournament is underway in London, marking the 125th year that Wimbledon has been played at The All England Lawn Tennis Club. To celebrate the milestone, official suppliers of Wimbledon, including Polo Ralph Lauren, Fila, Slazenger, and Lanson Champagne are outfitting their products with the 125th celebration logo.
How does a brand that is over a century old continue to stay relevant to its audience that has evolved over its long history? By not being afraid to embrace change. Wimbledon’s brand is one of the most established brands in all of sports, but in order to stay top of mind, the brand needs to stay current, modern, and timely. With development of new technologies surrounding sports and home entertainment, Wimbledon is prepared to embrace these changes and improvements to remain a strong brand.
This year, the tournament is commemorating the 125th Anniversary by forecasting what the sport of tennis will be like by the 150th Anniversary in 2036. HSBC and the Sports Technology Institute at Loughborough University in the United Kingdom partnered up to show what exciting technological innovations and futuristic viewer interactions could soon become reality. With improvements to the racquets, clothing, and most impressively, the viewing experience, Wimbledon hopes to embrace new technology to remain one of the most recognized tennis tournaments in the world.
The experts say that players will have the ability to monitor their sweat and hydration levels while playing, optimizing their energy levels to perform at their full potential. Clothing will have sensors woven in the fabric to regulate temperature, and players will wear lenses over their face to allow for greater visibility. Additionally, the viewing experience at home is expected to be unlike any other, complete with holographic images in 3-D and real-time access to player and match statistics.
The Sports Technology Institute specializes in engineering and technological research and development for sporting good companies. Having successfully developed unique, high-tech products for Nike, adidas, and Speedo, their expertise is sure to translate to turning these predictions into the next big revolution in sports technology.
It might be hard now to imagine watching 3-D tennis players running around your living room floor, but Wimbledon is pulling out all the stops to stay on the cutting edge. Embracing new technology in order to stay relevant to their fans and improve the game of tennis is what will keep the brand and tournament recognized as one of the best in the world. And maybe, 25 years from now, tennis will be a whole new experience.