Despite being the oldest tennis tournament in the world, Wimbledon has moved quite nicely into the 21st century, in terms of digital awareness.
This year’s championship, which begins June 23 and runs through July 6, at the All England Lawn Tennis and Croquet Club, is out to beat last year’s digital engagement: 1.5 million Facebook likes; 700,000 Twitter followers; 300,000 Google+ interactions; and 60,000 subscribers on YouTube.
According to analysis by Adobe Digital Index, the event has created some impressive social buzz. ADI has found, for instance, that 61 percent of the buzz around the tourney expresses admiration or joy for the competition.
The top five countries participating in the social scene—in terms of mentions for the English term “Wimbledon”—are the U.K., U.S., France, Spain, and India, respectively.
ADI’s analysis is based on social buzz data captured from blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. ADI looked at more than 2 million social mentions via the Adobe Social tool.
“The key takeaway here is the immense opportunity for marketers with regard to these types of sporting events,” said Joe Martin, an analyst at ADI. “Even with the World Cup going on, there is still a niche group that is very much excited about Wimbledon. Marketers that sponsor these events need to take into consideration that people are talking about them via social platforms, and those marketers who aren’t sponsors can get in front of a large audience of enthusiasts through social media to get in on the action.”
According to social buzz, Rafael Nadal and Maria Sharapova are the top-mentioned players heading into the event.
Additionally, Wimbledon has produced nearly three times the buzz of the French Open prior to the events.
Not to be left out, the Royal Family—who are special guests at the event each year, although the queen last attended in 2010—has more than 40,000 mentions this month. Another well-known tradition at Wimbledon is the consumption of large quantities of strawberries and cream by the spectators. According to the official Wimbledon site, in 2012, “about 28,000 kg of Grade 1 Kent strawberries of the highest quality were consumed during the fortnight.” Understandably, hungry fans have mentioned “strawberries and cream” more than 10,000 this month.
This isn’t the first time that ADI has analyzed social buzz around a sporting event. Last month, ADI predicted that FIFA fanatics would make the World Cup the most social event ever, and analysis of Super Bowl XLVII showed that advertisers of the event got a lot of chatter via social platforms.
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