Overview

• By July 7, Wimbledon’s official TikTok account has surpassed 200 million cumulative views across more than 150 videos
• The tournament’s Instagram feed added 300,000 followers this week through over 250 posts, lifting its total to 6.5 million
• Off-court content ranges from Centre Court dance routines by Aryna Sabalenka and Coco Gauff to light-hearted Q&As and fashion insight from influencers such as Morgan Riddle
• Enhanced on-site photo opportunities and giant trophy props are driving user-generated content from visitors across the Wimbledon grounds
• Will Giles, managing editor of digital content for the All England Club, says the strategy balances the tournament’s traditions with digital-native tastes and builds year-round storytelling