Dance routines and ‘tenniscore’: how Wimbledon is seeking new fans online

All England Club's official TikTok account hit 200m views by Wednesday as it aims to connect with young people

Whether it is a clip of Novak Djokovic hitting a winning backhand volley before taking a tumble or an American influencer presenting fashion tips, Wimbledon's social media posts are vying for the same thing: a new generation of tennis fans.

Demographic wise, I think it's no secret that Wimbledon is an event that's trying to attract younger audiences. I want to find a way to engage people who might not be on tennis pages," said Will Giles, the managing editor of digital content for the All England Lawn Tennis Club (AELTC).