Catwalk vs. Centre Court: Why Wimbledon (SW19) is Now the Hottest Spot for Celebrities and Brands

While all eyes are on the thrilling action on the courts—culminating this Saturday with the women’s finals match between the United States’ Amanda Anisimova and Poland’s Iga Świątek—another intense competition has been playing out off the grass.

This week, the worlds of luxury fashion and elite sport collided as haute couture fashion week in Paris ran head-to-head with the Wimbledon Championships in SW19. In a surprising twist, it appears the London suburb, rather than the French fashion capital, has emerged victorious in the battle for celebrity and brand attention.

While Paris couture shows boasted a strong presence of Hollywood stars—including appearances from Kim Kardashian and Nicole Kidman at Demna’s final Balenciaga show, and front-row attendees Dua Lipa and Cardi B at Schiaparelli—Wimbledon drew an equally star-studded, yet notably more eclectic, mix. This year’s attendees ranged from pop sensation Olivia Rodrigo to Arsenal stars Bukayo Saka and Jurriën Timber, alongside Oscar winners Mark Rylance and Cate Blanchett. According to Yasmin Eady, co-founder of London-based communications agency Raven, access to the tournament has become “more desirable than ever.”

The Fusion of Sport and Style

The synergy between sport, celebrity, and fashion is a rapidly accelerating trend, visible across various disciplines like Formula One and football. However, this year’s Wimbledon—the third of four annual grand slam tennis tournaments—demonstrated just how deeply integrated these two worlds have become. Tennis is embracing luxury fashion, and luxury fashion is embracing tennis.

The tournament’s longevity is a key draw. Unlike a fleeting 10-minute fashion show, a match at Centre Court can span hours. This extended exposure doesn’t deter celebrities; rather, it makes Wimbledon the “must-have ticket,” according to Daniel Yaw-Miller, a sports and fashion journalist and founder of the SportsVerse newsletter. “It is one of those events that if you are seen at, gives you a particular kind of status in the celebrity world. It shows that you are moving in certain circles.”

A new generation of tennis stars is fueling this fusion. The thrilling rallies from athletes like Carlos Alcaraz and Coco Gauff have propelled interest in the sport, signaling a major transition following the retirement of legends like Roger Federer and Serena Williams. Yaw-Miller describes Alcaraz as a “new rock star” and an “athlete’s athlete.” The cultural relevance is undeniable; following his match against Cameron Norrie, Alcaraz was photographed with football stars Bukayo Saka and Jurriën Timber.

Players themselves are leveraging fashion partnerships for global exposure. This season, Italian player Lorenzo Musetti used the championships to announce his new role as a Bottega Veneta ambassador. He arrived on the court wearing a woven, white leather jacket from the brand. Although he was knocked out in the first round, the virality of the images demonstrates the impact a fashion partnership can have, even if the jacket is worn for only a few minutes.

Wimbledon: A Goldmine for Brands and PR

Brands are acutely aware of the visibility offered by the Championships. Ralph Lauren, Wimbledon’s official outfitter since 2006, dressed all tournament staff and hosted A-listers including actors Ncuti Gatwa and Andrew Garfield. This focus on Wimbledon over other events, like Glastonbury, highlights its increasing cultural significance. Marisa Hordern, founder of British jewellery brand Missoma, stated, “In terms of brand exposure, in the UK in terms of sporting events, it’s No 1.”

Organic brand exposure at Wimbledon is proving incredibly valuable. When an earring from Missoma’s new tennis collection, worn by Coco Gauff, fell out mid-match, footage of her opponent, Dayana Yastremska, picking it up rapidly spread across social media. Hordern described the awkward moment as “PR gold,” noting that the collection performed 53% better than forecast. According to Eady, a single image of a player or a celebrity spectator wearing a brand or carrying an accessory is highly coveted.

This exposure also extends to athletes’ partners. Influencer Morgan Riddle, the girlfriend of tennis player Taylor Fritz, regularly partners with high-end brands like Valentino and Ferragamo to showcase her spectator outfits. Furthermore, data firm Launchmetrics reported that Zendaya’s appearance at the Polo Ralph Lauren suite last year generated over £2 million in media impact value for the brand.

Unlike many other sporting venues, the Royal Box spectators at Wimbledon are in close proximity to the court and frequently appear in the background of televised coverage. Eady explains this dynamic: “If you have someone wearing a brand, smiling to the cameras as someone like [Novak] Djokovic wins a final set, that’s the money shot.”