The Wimbledon tennis tournament has made some fascinating decisions over the past decades – most of it involving sticking with traditions that began ~150 years ago. Here are 3 of these –
(1) All-white dress code. Started because sweat stains were considered improper. These are still enforced.
(2) 8mm grass. Signifies attention to detail.
(3) Strawberries and cream. Over 200K sold every tournament – with prices that haven’t changed in over 15 years. Their equivalent of the Costco Hot dog.
Despite their deliberate decisions to minimize the number of sponsors (around half of the other majors), they make more money than everyone else.
All of Wimbledon’s quirks – 2.5 hours of weekly trainers for ball boys and girls who have to pass a 3 minute stillness test, their official hawk (Rufus) who keeps pigeons away – translate to incredible demand. Debentured seats or guaranteed seats on Center Court for 5 years are in the market for over $400,000.
That pricing power emerges from creating an experience that signals luxury, consistency, and scarcity.
Despite its timeless signature, it is still a quintessential modern, global brand.
All this to say that there are clearly many approaches to building a modern, global brand. Intentionality is perhaps the only non-negotiable requirement.
