M&C in the news: Brand Wimbledon serves a masterclass in building long-term global identity

As the world reflects on a thrilling Wimbledon final, Julie Canet explores how the tournament’s true ace lies in its brand strategy in this latest piece for The Standard. 

In her article, Julie explores how the All England Club has built a brand that’s as iconic as the tournament itself. From its instantly recognisable purple and green colour palette (now protected as registered trade marks) to its famously minimalist approach to sponsorship, Wimbledon shows that restraint can be a brand’s greatest strength.

Also covered under legal protection are the titles and branding you’d expect: “THE CHAMPIONSHIP” and “THE WIMBLEDON” (registered since 1884) and “WIMBLEDON” since 1996. In recent years, these legal measures have become even vital, as demand for ‘tenniscore’ and Wimbledon-branded merchandise has grown. Counterfeit products flood the market during tournament season, prompting increased efforts to crack down on unauthorised sellers, both physical and online. For businesses looking to take notes, the message is clear: identify what makes your brand distinctive, protect it through the right IP tools, and above all, enforce it.

www.standard.co.uk/...