Wimbledon has launched a new campaign designed to capture the emotion of the tournament, ahead of the 139th edition.

The new work from the  All England Lawn Tennis Club launches is the second campaign, created by VCCP,  under the brand platform ‘There is only one Wimbledon’.

The ‘Where beauty meets the battle’ integrated campaign aims to reinforce the unique appeal of Wimbledon. The campaign mixes heritage and beauty with the athletic excellence of the players.

At the heart of the campaign is a cinematic 60 second hero film. The film was directed by Sanjay de Silva through production company Division Global, with support from VCCP’s global content studio Girl&Bear. 

Created by Alice Goodrich and Katy Stanage, the film aims to capture the essence of Wimbledon from the perspective of a Holly Blue butterfly. The  peaceful elegance of ‘tennis in an English garden’ is  shattered by the dynamic shots on court as players push themselves to their limits to secure victory. 

Butterflies are frequent visitors to the Wimbledon courts and an anecdote from former French tennis player Henri Leconte provided the inspiration for the campaign.

Playing at Wimbledon in 1986 he shared: "I played very well and then something wonderful happened. I was shaping up to serve and this beautiful white butterfly landed at my feet. Usually, most people would stamp on it to get on with things, but I picked it up and it stayed on my racket, I walked it over to the crowd and it flew into the stands. The people went nuts!” 

Usama Al-Qassab, Marketing and Commercial Director at The All England Lawn Tennis Club, explained: “Creating this second instalment of ‘There Is Only One Wimbledon’ gave us the opportunity to celebrate what makes Wimbledon truly unique. Revered around the world not only for the pinnacle of performance, alongside excellence and tradition, but also for the exhilarating emotion and intensity that can only be brought by the world’s best players in full flight.”

He continued: “Our 2026 film tells that story beautifully to our fans all around the world. A legacy of tennis gladiators, battling for victory, in the ultimate arena of Centre Court and all its beauty.”

Darren Bailes, Global Chief Creative Officer at VCCP added:  “There is only one Wimbledon. A truth and an endline. Tennis in an English garden. Nothing like it.”

The integrated campaign spans TV and social, extending into striking local out of home executions. The campaign will roll out across global markets and broadcast channels including the BBC (UK), ESPN (North America and LATAM), Eurosport (Europe), Sky-Italia, Amazon Prime (Germany), Movistar (Spain), beIN (France & MENA), Jio Star (India), Channel Nine (Australia), NHK & WOWOW (Japan), CCTV & Tencent (China), and SuperSport (South Africa).

The Championships, Wimbledon 2026 will take place from 29 June to 12 July.