How Wimbledon Protects Its Famous Brand

Wimbledon’s iconic status is underpinned by a carefully developed intellectual property strategy. From historic trade marks to distinctive branding, the All England Lawn Tennis Club has built robust protection around one of sport’s most valuable brands.

Wimbledon is one of the most well-known and prestigious sports brands worldwide. Named after an area of south London, the Wimbledon Championships are one of the four Grand Slam tennis events, and the only one to be played on grass. The tournament will mark its 150^th anniversary next year, having been founded in 1877.

Given its worldwide fame and the significant value of the tournament to players, fans and partners, trade mark rights are very important in protecting various aspects of the Wimbledon brand, facilitating merchandising opportunities and providing a tool to tackle counterfeits.