How social media is changing Wimbledon from eminent tournament to ‘bucket list’ event

From high-profile influencers to live ticket-queue tracking, some fear aggressive marketing is ruining championships

From photos of influencers in crisp white linen dresses posing in front of floral displays at Centre Court to videos promising hacks to beat the queues and secure tickets, the hype around Wimbledon has never been bigger on Instagram and TikTok.

The social media frenzy has caused concerns that Wimbledon is increasingly becoming a tourist event rather than a tennis tournament, overrun with influencers using the championship's iconic aesthetic to build their profiles and attracting attenders more interested in dressing up and taking photos than watching the games.