- 29 julho, 2024

Wimbledon 2024 social media insights

FROM COURT TO SOCIAL MEDIA: ALCARAZ SHINES

Job Revelo
Job Revelo
Senior Analyst, Syndicated Client Insights
Comscore

Of all the tennis Grand Slams, the distinctly British tournament Wimbledon – home of strawberries and cream, a strict white dress code and pristine grass courts – stands out as the most distinctive

Wimbledon’s engagement on the rise

Social media makes these championships more accessible and reflects the excitement of a wider audience. In 2024, social media activity related to Wimbledon generated 190 million total actions, up from 159 million in 2023 -check last year’s blog here - representing a significant engagement increase of 31 million actions year-on-year.

Centre Court stars: The real influencers

Wimbledon's iconic Centre Court has witnessed legendary players, dressed in white, battle out historic matches, such as Nadal vs Federer in 2008, Djokovic vs Federer in 2019, and the recent Djokovic vs Alcaraz clashes in 2023 and 2024. These stars dominate not only the court but also social media as true influencers. During the 2024 championships, Carlos Alcaraz, the 21-year-old now 4-time Grand Slam winner and 2-times Wimbledon men's singles champion, lifted the trophy and also led in social media engagement with 6.4 million total actions. However, it was Rafael Nadal who got the largest social audience, reaching 51.3 million people.

Celebrities, brands and the power of social media

The official Wimbledon account is a key voice during the championships. In 2024, it became the top media outlet, with 82 million1 total actions and 500 million2 video views. The most popular post featured cricket star Rohit Sharma attending the final, amassing 4.6 million total actions. Wimbledon also attracts global celebrities, as seen in Vogue’s magazine carousel capturing
actresses such as Zendaya and Julia Roberts, as well as movie star Tom Cruise, at Center

Court.

Source: Comscore Social, selected content containing “Wimbledon” across Facebook, Instagram, X and TikTok, from June 24 to July 14, 2024. Data extraction date: 23 July, 2024.

A highlight was the arrival of the Princess of Wales, Kate Middleton, who received a standing ovation from the crowd. This moment was captured by famous content creator Marianna Hewitt on her TikTok account, reaching 2.8 million views. The Wimbledon public also showed its Appreciation for Sir David Attenborough, when taking his seat next to David Beckham - with 1.3 million views on BBC Sport TikTok video.

@marianna_hewitt

Princess of Wales Kate Middleton arrives to Wimbledon

♬ original sound - Marianna Hewitt
@bbcsport Centre Court at #Wimbledon has shown its appreciation for Sir David Attenborough #tennis #sirdavidattenborough #planetearth #BBCTennis #davidbeckham #nature @David Beckham @wimbledon ♬ original sound - BBC Sport

Source: Comscore Social, selected content containing “Wimbledon” on TikTok, from June 24 to July 14, 2024. Data extraction date: 23 July, 2024.

Behind the scenes are brands that ensure Wimbledon shines year after year. Ralph Lauren once again outfitted the staff and dressed celebrities such as the singer Mark Lee or the actor Pierce Brosnan, who attended as spectators. Nike, Carlos Alcaraz's sponsor, congratulated their champion with their claim ‘Risk everything or win nothing’, generating over 234K total actions.

Source: Comscore Social, selected content from brands: Ralph Lauren and Nike, on Instagram, July 2024. Data extraction date: 23 July, 2024.

We are still dreaming… Carlos Alcaraz, who claimed the golden jar for the second consecutive year, also left his online footprint with a post that reached 1.6 million total actions.

Source: Comscore Social, selected content from Carlos Alcaraz Garfia (ES), July 2024. Data extraction date: 23 July, 2024.

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