Wimbledon Emerges as a Premier Social Media Platform for Luxury Brands

Wimbledon has solidified its position not only as a leading sporting event but also as a significant marketing platform for luxury and lifestyle brands in the UK. Prestigious names such as Gucci, Ralph Lauren, Rolex, and Range Rover leverage the tournament to associate themselves with exclusivity, heritage, and luxury.

According to recent data from influencer marketing platform Kolsquare, Wimbledon 2025, spanning from June 1 to July 31, generated substantial earned media value (EMV) for these brands across TikTok and Instagram. Gucci led with an EMV of £18.2 million, followed by Ralph Lauren at £15.3 million, Rolex at £7.5 million, and Range Rover at £2.1 million.

The data highlights a clear trend of increasing brand visibility as the Championships progressed. On Instagram, Ralph Lauren’s EMV rose from £1.5 million at the tournament’s start on June 30 to a peak of £2.7 million on July 7. Gucci’s Instagram EMV jumped sharply from £227,000 on May 26 to £1.5 million at the beginning of Wimbledon, reaching £2.6 million by July 21. Rolex experienced one of the most dramatic increases, moving from £16,000 in May to £468,000 on June 30 and peaking at £1.1 million on July 7.

These figures demonstrate how Wimbledon functions as a concentrated luxury content engine over its two-week duration, with brand visibility intensifying alongside celebrity appearances, finals coverage, and social media engagement.

Quentin Bordage, founder and CEO of Kolsquare, commented: “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.”

While Rolex, Ralph Lauren, and Range Rover benefited from their official Wimbledon partner status, their online visibility was achieved with fewer influencer collaborations compared to Gucci and Ralph Lauren. Gucci engaged with 3,677 influencers across TikTok and Instagram, Ralph Lauren with 2,580, whereas Rolex partnered with 832 creators and Range Rover with just 274. This contrast underscores the strength of Wimbledon’s heritage and the strategic brand positioning of its partners.

Celebrity influence remains a key driver of engagement. A single Instagram post featuring David Beckham and his mother attracted 27.5 million views and generated an EMV of £1.2 million for Wimbledon. Other celebrities such as Olivia Rodrigo, Cate Blanchett, and Andrew Garfield have also been prominent in Wimbledon’s fashion and lifestyle narratives. Rodrigo’s appearance in the Royal Box on July 2, wearing Ralph Lauren, notably amplified online attention and reinforced the link between Wimbledon and luxury fashion.

The growing popularity of the “tenniscore” aesthetic has further transformed Wimbledon into a creator-led social media event. For instance, Rita Ora’s tenniscore-themed post generated an EMV of £55,000. Fashion and lifestyle creators are increasingly producing content centred on Wimbledon’s style and atmosphere, often achieving engagement comparable to traditional sports coverage. British Vogue creator Channell Sykes earned an EMV of £676,000 and six million views from a single Ralph Lauren post during the tournament.

Creators have also employed innovative approaches to engage audiences. Influencer @fin_draper created music content using Wimbledon sounds, generating an EMV of £10,000, while food and lifestyle brand @topjaw earned £20,000 in EMV from five Wimbledon-related Instagram posts.

The commercial influence of tennis players themselves remains significant within luxury and fashion partnerships. Jannik Sinner’s ongoing collaboration with Gucci exemplifies the growing synergy between elite sport and high-end fashion. Emma Raducanu, associated with Nike, Uniqlo, and Anya Hindmarch, generated £248,000 in EMV from just two Wimbledon posts last year. Coco Gauff, partnered with New Balance and Miu Miu, produced £46,000 in EMV across five posts. Even players outside the traditional superstar category are generating notable commercial value; tennis player Jay Clarke achieved an EMV of £803,000 while mentioning Adidas UK in Wimbledon-related content.

Looking ahead, Ralph Lauren, Range Rover, and Rolex are expected to continue their partnerships with Wimbledon, capitalising on the tournament’s status as a global luxury marketing platform.