In our first year as Official Banking Partner of Wimbledon, Barclays had to play a perfect game to drive awareness and create an impact.
Our aim was to connect with customers, clients, colleagues, and the community to innovate and power opportunities through sport.
Following a successful launch of the partnership in November 2022, with 16.1k colleague engagements (UK & US) – 9.1k giveaways and 7k prize draw entries to win tickets, Barclays had a great opportunity to continue growing the story with our internal workforce.
For Barclays colleagues, 2023 meant bringing the tournament to key campuses in the form of their own supporters’ ‘hill’ to watch the live action, offering up a variety of rewards ranging from tickets and merchandise to complimentary strawberries and cream, and drawing them into the on-court action with a tailor-made digital Hawk-Eye game – “Call The Shots”.
Not only were colleagues able to interact with our spaces in-person, but Barclays internal comms facilitated ticket giveaway entries and education about our new partnership.
We saw impressive results amongst our colleagues with awareness of the Wimbledon partnership increasing significantly over the summer (43% to 77%) with pride of our association at an all-time high (71% – more than our Premier League, and Entertainment properties).
In our first year, through the magic of Wimbledon, we drove awareness, pride, and excitement around the partnership, developed both physical and digitally scalable activations and reinforced our commitment to making Barclays a great place to work.
