Wimbledon As A Brand

by Jane Voigt

The Championships, Wimbledon, is the apex of tennis guided solely by tradition, or so it would make you think. There’s no doubt that this Grand Slam is the oldest, the one players want to win the most and the one fans relate to the most when they hear “tennis.” But what about Wimbledon as a brand? Does it live up to its tag line, “In Pursuit of Greatness”?

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