After taking over the Official Bank Partner designation from HSBC, a Wimbledon partner of 15 years, Barclays had to drive awareness and create an impact in year-one of its sponsorship of The Championships.
Barclays use sponsorship to create opportunities for all through sport, and our Wimbledon sponsorship was no different.
So, we highlighted our commitment to societal impact to anchor the Wimbledon partnership to our brand story of Powering Possible.
Our campaign highlighted Barclays’ belief that partners create possibilities, leveraging Frances Tiafoe’s extraordinary story – to help tell ours.
Highlighting the importance of support and partnerships in his journey and rise, Frances is a player like no other in his era. Frances’ journey started as a young child and son of Sierra Leonean immigrants in Hyattsville, Maryland learning to play tennis at JTCC in suburban Washington, D.C.
Today, he’s a Grand Slam semi-finalist, who moved to No.10 in June 2023, his high highest ranking to date, with the support of many partners.
Our campaign with Frances was central to our 360-activation campaign to drive awareness in our first year partnering with Wimbledon.
Whether it was on route to Wimbledon with OOH, in the community and on TV with our next-gen focussed TVC, and at activation with Take on Tiafoe, our tennis simulator at the Barclays Clubhouse in the famous Wimbledon queue, or of course, on the lawn at The Championships.
A year-one campaign that resonated with tennis fans, it’s no doubt the World No. 14 played a perfect game for Barclays.
