In pictures: How retailers are courting tennis fans as Wimbledon begins

With the annual Grand Slam tennis tournament returning for its 137th year at Wimbledon, it’s time for tennis. 

The highly-anticipated summer of sport has already kicked off, with retailers and the hospitality sector alike banking on England progressing in the Euros, backing the Brits in the tennis and bringing home an array of medals from the Olympics Games in Paris.

While the hot topic of the week is, of course, the general election, all eyes are sure to be on reigning Wimbledon champions Carlos Alcaraz and Marketa Vondrousova, plus British players Emma Raducanu, Jack Draper and Katie Boulter, and a potential final show from Andy Murray.

So, as the second big sporting event of the year begins today, Retail Week takes a look at what retailers are doing to celebrate the start of the British tournament.

Ralph Lauren, the first fashion designer in the history of the tournament to partner with The All England Lawn Tennis Club, has taken its celebration of The Championships up a notch this year with a Wimbledon takeover at its Bond Street store.

The flagship store showcases a green striped aesthetic, inspired by the courts, and customers can shop the exclusive 2024 Wimbledon collection.

Health and beauty giant Lush is another retailer that hasn’t shied away from a high-profile collab of late. With its Shrek and Bridgerton celebrations being a hit with customers, it’s no surprise that the bath bomb specialist has jumped on the Wimbledon bandwagon.

A bath bomb that looks like a tennis ball and can only be purchased in the Wimbledon-based Lush store – that’s sure to be a smash hit.

Meanwhile, Frasers-owned sports brand Slazenger is celebrating having the longest partnership in history with Wimbledon, which reaches 122 years in 2024, by providing the official balls to the tournament once again.

Slazenger has also partnered with the Wimbledon Foundation and WaterAid to create a mosaic made entirely from tennis balls, nets and rackets – which Frasers Group MD of sports Ger Wright called a partnership that reflects “the best British sport has to offer”.

And Burlington Arcade, in the heart of Mayfair, has transformed its main walkway into a bright, tennis-inspired piece of art to commemorate this year’s tournament.

Finally, it goes without saying that Wimbledon Village cannot be missed, with retailers, charity shops and food and beverage outlets alike all joining together to celebrate one of the biggest events of the global sporting calendar.