From sweating on the Northern Line to the seasonal slump that comes hand in hand with the summer season, keeping creative demands a relentless commitment to curiosity. With that in mind, BITE has asked industry leaders to share what work is inspiring them this summer. Saskia Piper, Mid-Weight Creative at Uncovered, is inspired by how brands showed up at Wimbledon this year. 

When it comes to the great British summer, there’s one question that’s on everyone’s mind: how do I get out of this city? Yet for two sunny weeks each year, something in the cultural mindset and what it means to be British, shifts. The typical red, white, and blue of the British identity gives way to a more elevated palette: purple, green, and white. That’s right, Wimbledon arrives and takes its rightful place at the heart of the summer calendar.

But it’s not just the tennis elite stepping onto the grass. Brands, both legacy players and hungry unseeded newcomers are stepping up to serve their own winning campaigns. From iconic sponsorships to unexpected social-first activations, Wimbledon has become a marketing battlefield where visibility, identity, and timing are everything.

Unsurprisingly, the longstanding sponsors of Centre Court: Rolex, Evian, Slazenger, continue to dominate with their logos etched into the sidelines.These guys aren’t just sponsors; they’re part of the furniture (sometimes literally) and there’s no denying that with 69.3 million Wimbledon requests to BBC Sport alone, salience for these brands is probably at an all-time high. Yet their unevolving presence (no doubt due to Championship restrictions), leaves little room for more meaningful opportunities for brand engagement to occur, forcing even these legacy brands to evolve their marketing approach to exist beyond the courts. 

With Rolex, for instance, it’s all about celebrity and player partnerships. Just take a scroll through ‘Watches of Wimbledon’ on TikTok and you’ll be inundated with ‘spotted’ content showcasing who’s wearing what, as well as the moment without fail, that players instinctively strap on their Rolex moments after match point, win or lose.

Next up, we have the sportswear giants, Nike, Adidas, Lacoste and now On (thank you Roger) pledging their bets early on in the season on who’s going to walk them into the final (a moment for Carlos Alcaraz’s pre- and post-match Nike cardigan please). The fashion-meets-function conversation continues to grow, where even what players wear during warmups can spark headlines (Serena’s iconic fashion-forward legacy will never be forgotten). But it’s not just about what’s being worn on the court (white if you missed the memo), it’s what all the spectators are sporting off-court that’s equally as important. And this year, Ralph Lauren has turned the stands into a runway. From their complete store entrance make-over to their limited edition collection and even their pop-up cafe in the grounds, this collaboration has us questioning the American heritage of Ralph Lauren as its partnership leverages the traditional appeal of the championships and iconic colour palette, across all customer touch points in the city. It even caught the attention of AI-influencer Mia Zelu with the RL branding featuring on her grid. 

All of the brands that showed up are to be expected: luxury brands and sportswear, it’s the annual line-up. But this year, brands outside these industries are serving up aces in the marketing space. Jellycat seemingly can do no wrong with the cutest limited edition range, but it’s their TikTok launch video that charmed millions with a seemingly simple sequence that never actually mentions Wimbledon but is inherently recognisable and relevant. However, for me, it’s the Meta ad from Jaipur Rugs that lifts the trophy for best campaign, with their stunning cinematic masterpiece transforming their elegant carpets into a tennis court. If you were to ask me whether this brand should be showing up at this time, I would have been sceptical, but through such a simple yet impactful creative, the brand has combined their craftsmanship with a cultural moment whilst staying true to their own brand identity. 

While many brands deliver striking on and off-court visibility during the two weeks of the Championships, one stands out not for bold visuals, but for fundamentally reshaping the way spectators engage with the tournament. IBM, through its AI-powered analytics, has revolutionised the Wimbledon experience, offering real-time match insights, predictive outcomes, and personalised content tailored to each fan’s interests. Rather than merely watching tennis, spectators now engage with it on a deeper, data-driven level, transforming casual viewing into an interactive, immersive experience. As commentators and on-screen graphic credit IBM, they’re being cemented as the leaders in sporting analytics, recognised for their product rather than branding.

So, for brands eyeing a place in the Wimbledon conversation next year, the message is clear: join the queue. Quite literally - it’s a great opportunity to show up in real life. But, let’s not forget, Wimbledon is not just a tournament; it’s a cultural moment charged with anticipation, emotion, and national pride. If your brand can engage authentically, respect the heritage, and still bring something fresh to the conversation, you don’t need to enter the ballot; there’s a seat waiting at Centre Court.