Wimbledon takes to the court with Snapchat

Social media platform Snapchat has signed a three-year partnership with the All England Lawn Tennis Club under which it will broaden its involvement in the Wimbledon grand slam tournament.

Through the deal, which covers the 2016 to 2018 editions of Wimbledon, the tournament will be showcased in the Snapchat Live section of the platform in the UK during the qualifying rounds and the main event itself.

‘Takeover’ days will also follow tennis stars at the tournament, while the opening and closing days of Wimbledon 2016, which runs from June 27 to July 10, will see Snapchat provide exposure for the event as a Live Story on a global basis.

“We want to show that Wimbledon is willing to change its stripes, but it’s still keeping that core message,” Alexandra Willis, head of digital at AELTC, told the Digiday.com website.

Wimbledon previously partnered with Snapchat for its 2015 tournament, but the new deal expands the relationship. Snapchat has been boosting its presence in the sports content market and last month agreed a partnership with the NBC Olympics division of US media company NBCUniversal for the 2016 Olympic Games and the US Olympic team trials.