But now the oldest grand slam in tennis is experimenting with hosting a whole tournament in a virtual world.
The 147-year-old championship is holding its first esports competition-competitive online gaming-in an attempt to build a fanbase among young people.
It has also been partnering with influencers to advertise its merchandise and produce content across SW19 to help build its social media presence and win over the next generation.
And its new strawberry-themed merchandise is also understood to target a younger market.
"Our objective is to be at the pinnacle of sport and to be able to broaden the tennis audience, and you can't do that by just retaining your current audience... We do try and acquire younger audiences," said Usama.
Al-Qassab, the All England Club's marketing and commercial director.
This story is from the July 12, 2024 edition of The Guardian.
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This story is from the July 12, 2024 edition of The Guardian.
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