Wimbledon is widely considered to be the most iconic tennis tournament in the world, and while the competition is pretty easy to watch on TV, not nearly as many people get to attend in person.

So Wimbledon and the All England Lawn Tennis and Croquet Club, the private members’ club that hosts and operates the Championships, are bringing a little bit of London to tennis fans around the world.

The tournament, which is approaching its 150th anniversary in 2027, has been coming to life via experiential marketing in major cities including Tokyo, Mumbai, and New York. This month, that effort is manifesting in “The Hill in New York,” a re-creation of the experience of watching Wimbledon on Henman Hill (aka Murray Mound) for fans on this side of the pond.

The event is in its third year, now in a new location in Brooklyn Bridge Park that doubles its previous capacity, Usama Al-Qassab, Wimbledon’s marketing and commercial director, told Marketing Brew. Olivier Award winner and former member of the Pussycat Dolls Nicole Scherzinger and singer songwriter AJ Mitchell are performing a concert for attendees on July 12, followed by live screenings of the men’s and women’s singles finals on July 13 and 14.

Almost 650 million people engage with the brand in some way every year, while only about half a million a year enter the grounds, according to Al-Qassab. That’s why the event in Brooklyn is meant to evoke the Wimbledon ambiance beyond the screen: It takes place on grass, picnicking with drinks like glasses of champagne or Pimm’s Cups is encouraged, hosts are trained to be hyper-courteous, and even the flowers match the flora and fauna of Wimbledon.

“When people talk about Wimbledon, they immediately think of the green grass,” Al-Qassab said. “They think about the players wearing their all-white uniforms, strawberries and cream, ‘quiet, please,’ and tennis in an English garden…Our challenge isn’t really around awareness. It’s about having a depth of engagement, and it’s about broadening our audience. Tennis isn’t the largest sport in the world.”

Continue reading here.—AM

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Want to catch an NFL game on Christmas? Head to Netflix. Trying to watch a WNBA game on a Tuesday or Thursday? It’s probably on Amazon’s Prime Video. Hoping to see an NBA game in 2026? Well, which streamer those games might land on is still up in the air.

No matter the sport, you get the picture: with streaming services snapping up live sports rights left and right, the sports streaming landscape is becoming increasingly fragmented. It’s leaving some consumers frustrated, and potentially with less money in their pockets.

But the evolution of sports on streaming services presents new advertising opportunities for brands—even though audiences are more fragmented than ever.

“It’s actually pretty good to play the field and figure out and get the best negotiated costs,” Mackenzie Leahy, senior strategy director and head of connections and performance at Ogilvy, said.

Read more here.—JS

With prices (and temperatures) so high, marketers might be wondering if it’s even worth incorporating travel and vacations into their messaging for the summer.

According to Deloitte’s 2024 Summer Travel Outlook, while there are some caveats, intent to travel this summer among Americans is similar to last year, and travelers are looking for “elevated and unique experiences” from the brands they engage with while they’re vacationing or otherwise away from home.

PTO: About six in 10 Americans have plans to travel this summer, according to Deloitte’s survey of about 4,000 respondents that was fielded March 20–April 2. Another 42% said they’re not traveling, up slightly from 37% last year. For non-travelers, their biggest concern is cost, per the report.

• About one-third (32%) of non-travelers said they passed on a trip because “travel is too expensive right now,” up from about one-quarter (24%) who said the same last year.
• The largest share (39%) said they can’t afford it, while 19% said they’d rather spend money on other things.
• Smaller shares said they’re concerned about health risks (7%) or potential disruptions to their travel (6%).

Boomer boom: The largest share of travelers this summer come from households with incomes over $100,000, thus driving up travel budgets, according to Deloitte. Last year, travelers were more evenly split among income groups. Among generations, boomers account for the largest share of the traveling public this year.

• About a third (34%) of travelers are boomers, up from 28% last year.
• About one-quarter (24%) are Gen X, 30% are millennials, and 9% are Gen Z adults.
• Those shares are all more similar to what they were last summer.

Continue reading here.—AM

AI, data, scaling, oh my! This year’s latest marketing trends are ripe for the picking in Salesforce’s State of Marketing Report 9th Edition. Salesforce surveyed nearly 5k marketing leaders worldwide to get the scoop on building a unified data strategy, delivering personalization at scale, implementing AI, and more. Unpack it all for free.

Stories we’re jealous of.

• The New York Times dug into the rise and fall of the clean beauty and skin-care brand Beautycounter, and how it became “one of the worst investments” in the history of private-equity firm Carlyle.
• The Wall Street Journal wrote about Call Her Daddy podcast host Alex Cooper and her future as a media company owner.
• WSJ also wrote about how more younger people are getting memberships at bulk stores like Costco to save money.