Wimbledon is one of the world’s most prestigious sporting events, and it’s also become one of the UK’s biggest marketing opportunities.
From Gucci and Ralph Lauren to Rolex and Range Rover, brands use Wimbledon to position themselves alongside heritage, exclusivity and luxury, while celebrities including David Beckham, Olivia Rodrigo and Andrew Garfield turn courtside appearances into high-performing social content.
New data from influencer marketing platform Kolsquare reveals how commercially powerful Wimbledon has become for luxury and lifestyle brands online.
During Wimbledon 2025, measured from June 1 to July 31, Gucci generated an earned media value (EMV) of £18.2 million across TikTok and Instagram, while Ralph Lauren generated £15.3 million, Rolex £7.5M, and Range Rover £2.1M.
The data also showed how luxury brand visibility accelerated as the tournament gathered pace. On Instagram, Ralph Lauren had an EMV of £1.5 million when the Championships started on June 30th, before climbing steadily and peaking at £2.7 million on July 7.
Gucci began the tournament with an Instagram EMV of £1.5 million, up sharply from just £227,000 on May 26, before peaking at £2.6 million on July 21.
Rolex saw one of the most dramatic rises on Instagram. The brand generated just £16,000 in Instagram EMV in May before surging to £468,000 on June 30 and peaking at £1.1 million on July 7.
The figures underline how Wimbledon increasingly operates as a two-week luxury content engine, with brand visibility intensifying as celebrity appearances, finals coverage and social conversation build momentum.
Quentin Bordage, founder and CEO of Kolsquare, says: “Wimbledon has evolved far beyond sport on social media. It now sits at the intersection of luxury, fashion, celebrity and creator culture.
“What makes it valuable for brands is the balance between heritage and modern influence. You have globally recognised luxury names alongside creators, athletes and celebrities all contributing to the conversation in real time. That’s powerful.”
Rolex, Ralph Lauren, and Range Rover all benefited from their status as official Wimbledon partners, but compared to Gucci and Ralph Lauren, Rolex and Range Rover achieved significant online visibility while working with far fewer creators.
Gucci collaborated with 3,677 influencers across TikTok and Instagram during the period, while Ralph Lauren worked with 2,580. In contrast, Rolex partnered with just 832 creators and Range Rover with only 274, highlighting the power of Wimbledon’s heritage associations and carefully curated brand positioning.
David Beckham proved just how powerful that association can be as a single Instagram post featuring Beckham and his mother generated 27.5 million views and an EMV of £1.2 million for Wimbledon.
Meanwhile, celebrities including Olivia Rodrigo, Cate Blanchett and Andrew Garfield became central to Wimbledon’s fashion and lifestyle coverage.
Rodrigo’s appearance in the Royal Box on July 2, wearing Ralph Lauren, generated significant online attention, further strengthening the connection between Wimbledon and luxury fashion branding.
The rise of tenniscore has also helped transform Wimbledon into a major creator-led social moment, with Rita Ora generating an EMV of 55K with a tenniscore post.
Fashion-focused creators and lifestyle influencers are increasingly producing content on Wimbledon aesthetics, outfits and atmosphere, often generating engagement levels that rival those of traditional sports coverage.
British Vogue creator Channell Sykes generated an EMV of £676,000 and six million views from a single piece of Ralph Lauren content during Wimbledon.
Creators also found increasingly inventive ways to engage with the event.
Creator @fin_draper generated an EMV of £10,000 by turning Wimbledon sounds into music content, while food and lifestyle brand @topjaw generated £20,000 in EMV from five Wimbledon-related Instagram posts.
The commercial power of tennis players themselves remains significant, particularly for fashion and luxury partnerships.
Jannik Sinner’s ongoing relationship with Gucci is an example of a growing connection between elite sport and high-end fashion branding.
Emma Raducanu, who has partnerships with brands including Nike, Uniqlo and Anya Hindmarch, generated an EMV of £248,000 from just two Wimbledon-related posts last year, while Coco Gauff, whose partnerships include New Balance and Miu Miu, generated £46,000 in EMV across five Wimbledon posts.
Even players outside the traditional superstar tier are generating significant commercial value through social media.
Tennis player Jay Clarke generated an EMV of £803,000 while mentioning Adidas UK in Wimbledon-related content.
This year, Ralph Lauren, Range Rover, and Rolex are once again expected to partner with the Championships and will reap the benefits from being part of a global luxury marketing platform.
