As we race towards the Wimbledon final this weekend, on court we’ve seen a couple of notable early exits, a sexism pay scandal and plenty of rain.
Using the Brandwatch social media monitoring tool, I’ve tracked the off court action to see how brands have fared across the tournament and how much social buzz their sponsorship cash has earned them.
The line graph below charts each sponsor’s online chat since the tournament began.
Wimbledon sponsor buzz from June 25th – July 4th 2012
Wimbledon brand buzz highlights:
A combination of Sharipova’s Road to Wimbledon viral video and Evian’s Live Young VIP suite appearing to attract the largest number of celebrities for the first day earned them by far the highest spike in mentions for any brand sponsor.
Sony: With the SonyExperience at centre court for the ‘ultimate 3-D tennis viewing’ in place, buzz from the other side of the pond surrounded their plans to broadcast the Wimbledon final at select theatres across Canada. Additional chat also came from a timely video blog revealing their list of best live tennis mobile apps.
Chat peaked on 27th as they pulled in Tim Henman to give out free strawberries and cream to HSBC customers in the queue, burying banks woes elsewhere.
28th June saw Goran Ivanisevic drop into the Lavazza lounge, cue social media chaos.
On the morning of 30th June, Twitter was buzzing with morning after stories from Slazenger’s Wimbledon party. ‘Celebrity’ guests included Rochelle Wizeman (Saturdays), Jeremy Edwards (Hollyoaks), Emma Crosby (5 News) and Made in Chelsea stars.
A viral of Roger Federer reminiscing over his beating Sampras at the championships set them up for initial buzz, but it was their TV ads between play showing a nostalgic look back on what makes Wimbledon great propelled which most of the chat.
The Rolex clock on centre court was also a great source of social media interest.
The buzz surrounding Ralph Lauren was fairly constant across the first week where the ball boys and umpires of Wimbledon served as successful models for the brand with tennis fans admiring their outfits and asking each other where they could buy the clothes.
After the championships got underway, Ralph Lauren made a personal appearance creating another spike in mentions.
Although Robinsons has been fairly quiet, relying mainly on its history with the tournament for mentions, the #robinsons hashtag has been one of the most widely used among simple brand names for sponsors.
Chat has surrounded speculation on the players’ refreshment choices as well as fans hashtagging their general Wimbledon commentary with #robinsons.
The overall leaderboard to date.
Looks like most of the promo has been taken care of with Evian close to double the buzz of any of its rivals. So all that’s left for us to do is sit back with a Pimms and wait for the final.