Wimbledon has always been iconic, but in 2025, it's become an influencer playground. As Stella Artois rebrands and brand trips flood the timeline, we're asking: has the heart of tennis been lost?
July 9, 2025
Studio
Alongside the dedicated tennis fans, a new kind of presence has emerged, content creators and lifestyle influencers sharing their experience through curated reels, fashion-first posts, and playful captions like “Wimbly Vibes 🎾✨”.
And then there’s Stella Artois, long known as a heritage partner of The Championships, debuting a refreshed brand identity that felt purpose-built for the social age. Less “pint after Centre Court,” more “TikTok-ready soft launch in a tennis dress.”
So what’s really happening here? And what does it say about how brands are choosing to show up at iconic moments like Wimbledon?
Let’s unpack it.
For Wimbledon 2025, Stella Artois debuted a limited-edition white can to mark its ongoing partnership with The Championships, a fresh, elegant twist on the brand’s classic identity. Designed to complement the iconic all-white dress code of SW19, the can was part of a wider shift towards a cleaner, more lifestyle-led image.
With a focus on premium design, curated experiences, and influencer-led storytelling, Stella leaned into a younger, digitally engaged audience, one that values aesthetic, mood, and shareability just as much as tradition.
It was a visually confident move. And strategically, it made sense. But culturally? It sparked conversation.
Some fans welcomed the modern refresh. Others questioned whether the campaign connected enough with the spirit of the sport. The challenge, as always, lies in finding the balance between evolving with your audience and staying true to the essence of the event you’re aligning with.
For Stella, the rebrand was clear. The opportunity now? Making sure it resonates with both the feed and the fans.
Wimbledon isn’t just a social moment, it’s a sport. And for many in the tennis community, the 2025 content flood felt less like celebration, more like invasion.
Fashion influencers filming outfit reels while match play goes ignored. Beauty creators posting “Wimbledon energy” while misquoting scorelines. Food bloggers sipping Pimm’s in VIP, while lifelong tennis journalists watch from home.
And the backlash? Swift.
Social feeds lit up with commentary from sports fans and creators alike, calling out the disconnect. Because while there’s room for brand storytelling, there’s also an expectation: respect the game.
It’s not about gatekeeping. It’s about balance. Inclusion doesn’t mean erasure.
Wimbledon has always been a platform for premium storytelling. It’s no surprise brands want to activate here. But in chasing reach, some are forgetting relevance.
Here’s what great activations get right:
Cultural Fit – They choose creators who understand, respect, or at least align with the event.
Audience Insight - They know who’s watching, and why.
Storytelling Substance – They add to the conversation, not just decorate it.
What they avoid?
1. Oversaturating with influencer content that lacks authenticity
2. Ignoring passionate sports creators who’ve built real communities
3. Reducing a rich cultural moment to just another content backdrop
Brands need to realise that influence isn’t just about numbers. It’s about credibility, connection, and context.
At Serotonin, we believe in the power of storytelling, but only when it’s grounded in truth.
Whether you're rebranding a classic lager or activating at a world-class event like Wimbledon, your audience deserves more than surface-level engagement. They deserve something that resonates.
So yes, bring in the influencers. But also bring in the fans, the insiders, the ones who’ve lived the sport. Because those are the voices that add real value.
At Serotonin, we help brands move with culture, not just chase it. If you’re planning a brand activation that needs clarity, depth, and meaning, let’s make something worth talking about. Get in touch today
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