The Championships at Wimbledon, the oldest and most prestigious of the Slams, will next year celebrate its 150th anniversary. But beyond its familiarity to even the most casual tennis fan with its grass courts, white dress code, strawberries and Pimms cups, and behind the layers of history, it’s quietly the most radical body in tennis. According to the London School of Economics, Wimbledon is the second-biggest brand in sport, just behind the Super Bowl in global recognition. And though there are slams that pay bigger purses and count more sponsorship dollars, the All England Lawn Tennis Club leadership is playing a very different game.
Wimbledon’s broadcast deal with the BBC ensures domestic viewers can watch the tournament for free. Consider what American tennis fans—contending with US Open ground passes selling out only to resurface for resale at astronomical prices within minutes, as well as the convoluted and expensive streaming packages needed to watch at home—deal with in comparison.