The chief executive of Wimbledon has jokingly remarked that the Royal Marine commandos responsible for security at the iconic event would love “nothing more than to handle” disruptive social media personalities.
For this year’s tournament, organizers of the US Open granted official credentials to 100 content creators and influencers.
However, a discussion regarding court etiquette was sparked when a match featuring two-time winner Naomi Osaka was interrupted by several influencers holding a photo session.
According to Richard Atkinson, the acting chief executive of the All England Lawn Tennis Club, Wimbledon does not provide press passes to influencers, a stance that sources suggest to BBC Sport is not expected to change anytime soon.
Although Atkinson conceded that influencers play an “essential role in marketing strategy” and that barring them completely from the event would be “ridiculous,” he emphasized that any creators invited by corporate partners would be “closely supervised.”
Additionally, he supported the long-standing tradition of “self-regulation” at SW19, where spectators show respect for the ongoing play.
Following the disturbance at the US Open, world number four Coco Gauff noted the importance of attracting a “different audience” to tennis, though she added: “I feel it’s simply a matter of respecting the game’s etiquette. That is all.”
Furthermore, the head of Wimbledon emphasized that he does not anticipate a similar occurrence happening at the All England Club.
“There is no specific category of credentialed attendees designated for influencers,” Atkinson explained during a discussion panel at Leaders Week London.
“Nevertheless, it is obvious that content creators are vital for global brand promotion in this current era of the 21st century.
“The key is maintaining control over them. A major sponsor of ours, Polo Ralph Lauren, brings in their own influencers, but they are subjected to strict supervision.”
Describing the US Open environment as “highly characteristic of New York City,” he observed: “It is incredibly simple for a regular ticket holder to arrive with their portable lighting equipment and begin streaming live right during play.
“If someone attempted the same thing at Wimbledon, they would likely encounter a Royal Marine Commando…”
He then quipped: “Our security includes the armed forces. And I imagine they would enjoy nothing more than dealing with a troublesome influencer.”
Spectators will likewise be prohibited from bringing portable ring lights, a common tool for content creators, into the SW19 grounds.
Even so, Atkinson acknowledged the evolving state of modern media, suggesting that accommodating online personalities is necessary to keep Wimbledon connected to current audiences.
“They are undoubtedly a vital element of the marketing strategy,” he remarked.
“We have moved past the era of relying solely on print media and TV, haven’t we? Times have changed. However, we must handle this in a distinctively Wimbledon fashion, even if that sounds like a cliché. To declare that we will ban all influencers from Wimbledon would be completely impractical.”
“Our marketing department is highly diligent in ensuring that any collaborations align perfectly with our brand identity and preserve the unique charm I mentioned before.”
