THE AMERICAN EXPRESS GUIDE TO WIMBLEDON
words by FELICITY CARTER
Jannik Sinner, Novak Djokovic, Coco Gauff and Aryna Sabalenka are leading this year's Wimbledon, while American Express has introduced a new host of fan experiences across the tournament.
all images courtesy of AMEX
Nearly 150 years after the first Championships, Wimbledon is still one of Britain's biggest summer events. The all-white dress code remains, strawberries and cream are still a staple, and the Royal Box is once again home to royalty, Hollywood stars and familiar faces from fashion, film and sport.
Jannik Sinner continues his title defence after opening his campaign with a first-round win, while Novak Djokovic, Coco Gauff and Aryna Sabalenka have all safely progressed. Britain's hopes have taken a hit following the exits of Jack Draper and Emma Raducanu, but that hasn't stopped thousands of fans queueing to see the action.
Across the Wimbledon grounds, American Express is adding a mix of new and returning experiences; there’s the Amex Experience in the Southern Village which includes Dash to the Match, a digital game, alongside Spectate in Style, a new interactive photo moment. Returning favourites include personalised tennis ball printing, the From Wimbledon with Love postcard station and the Soft Serve Club for an ice cream between matches. The programme also includes access to the American Express Cardmember Lounge, the Upper Deck overlooking The Hill and the complimentary Wimbledon radios, which have become something of a tournament tradition.
The tournament's partners are part of the Wimbledon picture, too. Range Rover transports players and officials around the grounds, Rolex keeps time on Centre Court and Ralph Lauren dresses the tournament's on-court officials.
Wimbledon pops up across London during the fortnight, at 1 Hotel Mayfair Tennis on the Terrace has returned, with penthouse suites transformed into private viewing spaces complete with live match screenings, a Pimm's bar and strawberries and cream, while the Garden Terrace Penthouse starts at around £5,000 per night. Elsewhere in Mayfair, Brown's Hotel is serving up its "Game, Set & Glow" package, combining a Wimbledon-inspired strawberry-infused pedicure at The Spa at Brown's with the hotel's award-winning Afternoon Tea.
American Express is also behind The Wimbledon Experience at Battersea Power Station, with live screenings, tennis-themed activations and dining offers for eligible cardmembers. Fans in the famous Wimbledon Queue can also stop by the Chair of Champions before entering a daily draw for Centre Court tickets. While in the area, stop by Tasha's Café for a classic Pimm's served with strawberries and cream or Black Forest roulade before heading to the riverside big screen.
The American Express activations don't stop at SW19, with those watching from home also able to get involved through Wimbledon Up!, a new game inspired by the popular "Only Up" format, alongside the Wimbledon eChamps, where players from around the world compete through the Tennis Clash mobile app. Game, set... London.
