Case Study: Wimbledon 2013 boosts fan engagement and app usage with Airship push messaging

Game, Set, Match Wimbledon Wins Fans’ Love With Push

Wimbledon, the world’s oldest tennis championship, faced a surge in mobile traffic as mobile access rose from about 40% in 2012 to over 50% in 2013 and fans increasingly preferred the app over mobile web. To maximize app usage and deliver high-quality, relevant content, Wimbledon and technology partner IBM selected Urban Airship to add tailored push messaging that met the brand’s expectations for a premium fan experience.

The apps let fans follow up to ten players and receive only those push updates, while the experience was optimized by device—quick score and news alerts on smartphones and richer, immersive content on iPad. The push program drove strong engagement (iOS engagement was 3x higher than Android) and exceptional interaction (an average of 109 clicks per download), with fans and organizers praising the personalized, real‑time updates.

Wimbledon 2013

Mick Desmond

Commercial Director All England Lawn Tennis Club