When you have sold out your inventory every year for decades, how do you grow in future? The Wimbledon Championships was already a successful global tennis tournament, but this case covers how it evolved as a global brand property. By employing communications emphasising what made Wimbledon different and creating new branded experiences, a strategy over six years helped build the biggest global fan base of any tennis Grand Slam, increase the value of the tournament’s broadcast rights and sponsorships, and grow merchandise sales. It is estimated that for every £1 invested in marketing, £17.20 of revenue was returned.