Wimbledon’s new campaign uncovers the psychological battle behind sporting greatness

With ‘There is only one Wimbledon’, the All England Lawn Tennis Club and VCCP explore the intensity, pressure, and history that define the world’s most prestigious tennis tournament.

Few sporting events can claim the global reverence Wimbledon commands. Synonymous with tradition, excellence, and drama, it has remained an iconic fixture in the sporting calendar for more than a century.

Now, with the launch of its 2025 campaign, the All England Lawn Tennis Club is taking audiences beyond the grass courts to reveal the psychological battles fought within.

Created in collaboration with lead agency VCCP, the campaign marks the first expression of Wimbledon’s new global brand platform: There is only one Wimbledon. Anchored by a cinematic hero film, the campaign invites audiences inside the minds of the world’s top players, capturing the unique tension, pressure, and triumph that define the tournament.

Set to run globally across broadcast and digital platforms; the film deliberately moves away from standard highlight reels. Instead, it focuses on the mental intensity required to compete at the highest level, using striking visuals that warp familiar Wimbledon imagery – grass, net, and racket – into surreal representations of the doubts and pressures players face.

Director Folkert Verdoorn’s approach is visceral and intimate, pairing slow, detailed cinematography with a narrator’s voice that feels more internal than external. That voice belongs to former British tennis professional and All England Club member Annabel Croft, who reflects on her own career: “There’s a solitary mental challenge to overcome to reach the top of the sport, and that is heightened when Wimbledon means so much to so many. I used to have a dream of being surrounded by vines and grass holding me back.”

The theme of mental resilience is a recurring one throughout the campaign. Alfie Hewett, Britain’s reigning gentlemen’s wheelchair singles and doubles champion, shares his experience of the unique pressure Wimbledon brings: “It’s the one I have dreamed about most. When you’re out there on those grass courts, the expectations – your own and everyone else’s – can mess with your head. But that’s also what drives you.”

Other champions echo similar sentiments. Defending ladies’ singles champion Barbora Krejcikova speaks of the inspiration drawn from Wimbledon’s deep history and her personal connection to it through her mentor, Jana Novotna.

Two-time Wimbledon champion Carlos Alcaraz recalls dreaming of winning Wimbledon as a child and reflects on the weight of fulfilling that ambition on one of the sport’s grandest stages.

Running from 9 June and throughout The Championships, the campaign will reach global audiences through broadcast partners such as the BBC, ESPN, Eurosport, and Channel Nine, as well as major digital platforms. Alongside the hero film, the campaign will include out-of-home activations, social content, and localised PR efforts, all designed to broaden Wimbledon’s reach and deepen engagement with an international fan base.

For VCCP, the challenge was not only to celebrate Wimbledon’s heritage but to capture the singular experience it offers players and audiences alike. “Everything means more at Wimbledon – the pressure, the focus, the will to win,” says Darren Bailes, global chief creative officer at VCCP.
“With There is only one Wimbledon, we wanted to visualise that psychological battle and show what it really takes to win on this stage.”

Crafted with the support of VCCP’s content studio, Girl&Bear, and brought to life by production company Magna Studios and post-production specialists Black Kite Studio, the campaign feels both timeless and immediate, which is a fitting tribute to a tournament that continues to stand out.

As The Championships return from 30 June to 13 July, the new campaign promises to remind the world not just why Wimbledon matters but why there truly is only one Wimbledon.