The All England Lawn Tennis Club Appoints VCCP as Global Creative Agency of Record

The All England Lawn Tennis Club has appointed VCCP, the challenger network for challenger brands, as its global creative agency of record - beginning with The Championships, Wimbledon 2025.

VCCP will work with The All England Lawn Tennis Club to develop a new global creative advertising strategy for this iconic tennis event, engaging sports fans worldwide. The campaign aims to expand Wimbledon's global audience, enhance individual reach in key markets and establish a brand platform that extends beyond the event itself.

Wimbledon is broadcast globally with broadcast partners in more than 200 territories. In addition, its social channels receive more than two billion impressions during the fortnight of The Championships. As part of the remit, campaign content will be syndicated to television networks around the world including BBC (UK), ESPN (North America and LATAM), Eurosport (Europe), Sky-Italia, Amazon Prime (Germany), Movistar (Spain), beIN (France & MENA), Star India, Channel Nine (Australia), NHK and WOWOW (Japan), CCTV and Tencent (China), and SuperSport (South Africa).

Wimbledon, the oldest and most prestigious tennis event in the world, was founded in 1877. What began as a humble affair with just 22 players and a few hundred spectators has evolved into one of the world’s most iconic global sporting events, watched and adored by hundreds of millions.

VCCP’s appointment as global creative agency of record for The All England Lawn Tennis Club highlights its ability to blend challenger spirit with global scale. As a global challenger network, VCCP excels at creating impactful brand platforms that deliver lasting value for clients. This approach - rooted in creativity, integration, and strategic insight - has propelled the agency to handle high-profile accounts across diverse industries, from Google to Cadbury.

For The All England Lawn Tennis Club, VCCP will apply its integrated, challenger approach to craft a campaign that speaks to tennis fans worldwide, amplifying the event’s rich heritage while connecting with the next generation of sports fans. The agency’s proven ability to disrupt the norm and create standout campaigns ensures that global impact for Wimbledon will resonate deeply across all touchpoints and markets and allow them to maintain their position at the pinnacle of the sport.

Usama Al-Qassab, marketing and commercial director at The All England Lawn Tennis Club, said, “We are delighted to be working with VCCP as our creative agency of record to develop the global campaign for The Championships and continue to invest back into the UK’s creative community.”

Michael Sugden, CEO at VCCP, added, “This is a wonderful opportunity to define a new creative story for one of the most iconic sporting events in the world. We are incredibly proud and excited to have the responsibility for this in 2025 and beyond.”
VCCP has begun working on the campaign which will launch ahead of The Championships, Wimbledon this summer.