Buy a debenture (think: $100K+ long-term seat license) or be a member of the All England Club, a private club with fewer than 500 members.
If you can snag that, then you’re in, no questions asked.
But why do I tell you all this?
1 simple reason:
The harder it is to get in, the more people want it.
Wimbledon is a test of patience, planning, and status.
And that’s the point.
The exclusivity is the experience.
2️⃣. Tentpole Merch.
When you’re at Wimbledon, the most obvious sign that you’re not a regular ball game isn’t what’s happening on the court.
It’s the concessions and merch.
There are no hot dogs. No nacho cheese. No beer in plastic cups.
Pimm’s Cup. Strawberries and cream.
Every item on the menu is part of the aesthetic which is carefully chosen and DEEPLY branded.
The same goes for the merch.
You’re not getting screen printed junk when you hit the merch line.
You’re getting items that have a serious level of care put to them.
Which brings us to THE TOWEL.
The nicest towels in the Murray household. (via eBay)
Wimbledon’s most iconic piece of merch isn’t a hoodie or a jersey.
It’s a towel.
Used by the players on Centre Court, coveted by fans, redesigned each year with new colors, sold in limited quantities, and flipped online within hours.
It’s merch that means something because it’s part of the match, part of the moment, part of the mythology.
PUT IT IN PRACTICE
Make Merch Matter (or MMM).
I can’t tell you how many times I’ve gone to a non-apparel brand I love, clicked on their merch page, and had the joy sucked out of me.
Cheap tees. Lazy fonts. Random slogans no one asked for.
It’s like the brand went, “I dunno, just slap the logo on something.”
I’ve even coined a term for it: Merch Displacement Syndrome
The real shame is there are so many brands I’d love to rep, if they gave me something worth repping.
But I’m not wearing something that looks like a conference freebie. I just won’t do it.
Here’s your homework: Create a merch moodboard.
Go find 5 pieces of merch from non-apparel brands that you’d actually wear.
Study them and identify why you like them.
Then hold up your own merch next to that board.
Does it hold its own?
Or does it look like something you’d find in the bottom of a tech conference tote bag?
If you answered yes to the latter, you’ve got your marching orders.
3️⃣. Prestige Through Partnership.
Most events slap logos on everything and call it a day.
Wimbledon doesn’t.
You won’t find a crypto exchange on Centre Court.
No neon banners. No “presented by” at every turn.
What you will find?
Rolex. Ralph Lauren. Pimm’s. Evian. Jaguar. IBM.
Every brand that touches Wimbledon has to match its tone: elegant, timeless, understated.
These partners don’t overpower the event, they BLEND into it.
They reinforce the brand rather than dilute it.
Ralph Lauren doesn’t just sell clothes, they design the official uniforms for umpires and ball kids.
Rolex doesn’t just run ads, they provide the iconic on-court timepieces.
Pimm’s isn’t a vendor, it’s the drink of the tournament, woven into the experience.
You won’t find this rolly on Canal St. (via Reddit)
These aren’t sponsorships.
They’re co-signs.
A high-trust, high-taste filter for what gets allowed inside the gates.
Now here’s the common thread behind all three of these secrets:
Every detail of Wimbledon is branded.
The grass is cut to exactly 8mm. The umpire chairs are custom-designed. The ball kids are choreographed like a Broadway ensemble. Even the shade of purple used in Wimbledon’s visuals is trademarked.
It’s the same reason the Magic Kingdom feels magical.
Why every Apple Store feels sacred.
Why your favorite restaurant hits EVERYsingle time.
Because the details are what make the experience feel complete.
Not loud. Not flashy. Just perfectly in tune.
Wimbledon sweats the small stuff, because they know that’s what makes a good brand.
A 1-day virtual festival for Marketers who actually do the work.
Growthland. Demandland. Creativeland.
Live podcasts. Tactical sessions. Big names.
13,000 showed up last year. This 1’s going bigger.
Join the party. It’s free. And really fun. I'm not just saying that because it's my festival. I'm saying it because if it weren't fun I couldn't face you. I promise!!
MARKETING CHEAT SHEET (WHAT TO LEARN FROM THIS STORY):
1️⃣. Exclusivity is a brand strategy: Wimbledon doesn’t make it easy to get in. And that’s the point. You gotta win a ballot. Camp overnight. Know someone. Or drop 6 figures. The result? Every ticket feels like a trophy. That’s how you build hype. Want your product to feel premium? Don’t give easy access. Make people work for it. Build a waitlist. Drip the launch. Reward loyalty. Access is the new status symbol. Treat it like it.
2️⃣. Partnerships are taste filters: Wimbledon doesn’t take just any sponsor. They curate. Rolex. Ralph Lauren. Pimm’s. Every brand you see is part of the experience. Most events slap logos everywhere. Wimbledon makes you feel like those brands belong. That’s the move. Don’t just chase checks. Partner with brands that match your tone, elevate your vibe, and blend into your world. A good partner doesn’t just advertise. They cosign.
3️⃣. Merch is more than a logo: Wimbledon’s best-seller is a towel. Not a tee. Not a hoodie. A towel. Because it’s iconic. It’s on court. It’s part of the ritual. Most brand merch looks like a freebie from a tech conference. If you want people to wear your brand, give them something worth repping. Think limited drops. High quality. Actual design. Merch should be emotional, not just promotional. Give it the same care you give your product.
4️⃣. Details build brand memory: The grass is cut to 8mm. The ball kids are choreographed. Even the purple is trademarked. Nothing is random. That’s why it feels iconic. Too many brands focus on big swings and forget the little stuff. But the little stuff is what people remember. The packaging. The copy. The colors. The scent. Great brands obsess over every pixel and every inch. Consistency is what makes it stick.
IN A MEME
Ahh, the bell has rung. Please be sure to do the reading (follow The Marketing Millennials on LinkedIn and me, Professor Millennial, on X).
Until next time,
Professor Millennial.
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