Wimbledon 2024: The tournament of records exceeds 450 million revenue

On the lawns of the All England Lawn Tennis & Croquet Club a page of history is written every year, becausethe Wimbledon tournament is the emblem of racquet sport and the London courts are the temple of the discipline. The victory of Spaniard Carlos Alcaraz (also a winner in 2023) over Novak Djokovic helps fuel the legend of an event that now in its 137th edition - the first in 1877 - has shattered the £350m turnover wall. In 2023 the total turnover was 382 million pounds, or 450 million euros. A growing number season after season (ten years ago it was less than £150 million), thanks to TV rights. It is mainly pay-TV that has raised the bar, as the English favour agreements with pay-TV networks capable of amortising the considerable investment over time. For half a century, they have been relying on the same intermediary agency, Img.

From the sponsors' point of view, the key could be 'few, stable and qualified', as there are fewer partners in the portfolio than in other Slam events, so that more space is given to them, but the relationships have lasted for decades. The other feature is that each partner provides a product, which is essential for the running of the Championships, and which fulfils the Club's goal of improving the quality of service for players, spectators, media and management staff.

Among the 17 companies that have linked their name to Wimbledon 2024, eight are the historic ones: Rolex (timekeeper since 1978), Slazenger (supplier since 1902 of the balls, which this year will be 54,250), IBM (provider of information services since 1990), Lanson (Official Champagne since 2001), Ralph Lauren (Official Outfitter of umpires, chair judges and ball boys since 2006), Evian (tournament water since 2008), Lavazza (coffee since 2011), Range Rover (vehicles since 2015). In 2017 Pimm's joined, in 2019 American Express for payments and Keith Prowse for hospitality, in 2021 Sipsmith, in 2022 Vodafone and Babolat, last year Barclays and Stella Artois and from this edition Emirates.

The ticketing chapter is a never-ending love affair, as coupons are sold through two main channels: the public draw and the queue under the sun. The draw takes place in November and involves those who have registered. Tickets are on a daily basis and the price varies depending on the field: on the centre it ranges from £90 on the opening Monday to £275 for the final. The great thing is that day and court are decided at random by the computer. During the tournament a limited number of tickets - 500 for the centre court up to the quarter-finals - are sold daily at the box office, to get to which you have to queue up, even from the night before with a tent. To attract young people, even remotely, great space is given to video content on social networks and interactive online games, while for fans on the ground there is a wide range of gadgets, which can also be purchased online. Thanks to the guided tours, sales are maintained all year round, to the satisfaction of the residents.

On the cost front the big item is the prize money, this year amounting to 50 million pounds, or around 59 million euros. This is a record figure and one that has been achieved on a level playing field. The top prize will in fact be identical for both singles: £2.7 million. It was 2.4 million in 2023 and 1.3 a decade ago, when the prize money was around £25 million. Half a century ago, on the other hand, less than £100,000 was distributed. A whirlwind growth, from which everyone benefits, not just the strongest: participation in the first round alone secures £60,000. Green grass, white uniforms and a profit and loss account in the black, as revenues exceed costs. In 2023 the profit was 54 million pounds, 90% going to the British Federtennis and 10% remaining in the club's coffers.