Wimbledon woes: conversation around the event dips 69% compared to last year

Despite being one of the most prestigious sporting events, new analysis from CARMA reveals that the opening day of the 2026 Championships has generated less media attention than in it a year ago.
The tournament recorded a 69% year-on-year decline in coverage, producing 2,500 media mentions, compared with 7,970 articles on the first day of the 2025 tournament. Wimbledon also faces increased competition for attention this summer, with the World Cup generating 366,000 articles on its opening day alone.
While the volume of coverage has fallen, media sentiment towards Wimbledon remains overwhelmingly positive. In the run-up to the event analysis found that 60% of coverage was positive, 30% neutral and just 10% negative.
Importantly, negative sentiment was rarely directed at Wimbledon itself. Instead, it was primarily linked to player-related stories, including injuries, tournament absences and concerns around performance or fitness.
Stella Artois leads sponsor conversation
Among Wimbledon sponsors, Stella Artois has emerged as the winning sponsor ahead of this year’s tournament. The brand’s limited-edition Strawberries & Cream flavoured beer generated 407 articles following its launch announcement on 15 June 2026.
This significantly outperformed Stella Artois’ 2025 Wimbledon activation, which centred on a limited-edition white can inspired by the tournament’s traditional dress code and generated 307 mentions.
The strong performance reflects growing consumer interest in fruit-flavoured beers. According to YouGov, more than a quarter of UK beer drinkers are interested in fruit-infused flavours, while 55% say they are likely to drink fruit beer in the summer months. Berry flavours are particularly appealing, with 36% expressing interest, suggesting Stella Artois successfully tapped into both consumer tastes and one of Wimbledon’s most iconic traditions: strawberries and cream.
Pimm’s ranked second among sponsors in pre-tournament coverage, generating 117 article mentions in the month leading up to the Championships before experiencing a 225% surge in media attention following the opening day. Almost all references were incidental rather than campaign-led, reflecting Pimm’s longstanding association with Wimbledon. Coverage around this year’s drink prices further boosted its visibility, while fellow sponsors Evian and Lanson also saw heightened attention, with mentions rising to 179 and 165 respectively.
Media coverage ahead of Wimbledon 2026 reached its highest level on 19 May following reports that Carlos Alcaraz, the world number two, would not participate in the Championships after his absence from several preceding tournaments.
Orla Graham, Insights Consultant at CARMA, says: ” The drop says more about competition for attention than about Wimbledon itself. With the World Cup still running, brands may be holding back on big, visible activations this year compared to last. What we are seeing instead is sponsors learning from past campaigns and wider industry trends. Stella Artois’ Strawberries & Cream beer outperforming its 2025 campaign shows brands tying activations to the tournament’s identity rather than just attaching their name to it.”