Chris Evert

By Neil Amdur, World Tennis, December 1989

By remaining true to herself, Jimmy Evert’s little girl gave new meaning to the word champion

For two decades she was Our Girl, Chrissie, Chris America, The Girl Next Door. She amazed us with her carriage, consistency and cool. And as she matured before our eyes, from a relatively shy 16-year-old Cinderella to the princess of women’s tennis, Chris Evert‘s style became the standard for others to emulate.

Great champions are measured not only by their titles but by their impact: Did their presence influence and enrich the sport? Arnold Palmer popularized golf for millions. Muhammad Ali designed new dimensions for the dweet science. Frank Shorter and Bill Rodgers stretched marathons from agony to ecstasy.

Few people have been scrutinized more on and off the field than Evert. Sure, she won Wimbledon? And Forest Hills, Flushing Meadows and Paris. But in 1974, it was “The Love Double” – Chrissie and Jimmy. Then came Burt and his “Babe”, a frolic in the Ford White House, a fairy-tale wedding with a British Knight, separation, divorce, and a mile-high romance with current husband, Andy Mill. And each time Evert added tournament titles and fresh story lines, her faithful wondered whether she was truly happy – or little girl blue.

It may have been destiny that brought Evert to tennis in 1971. It was the perfect time. Even with the most successful sports marketing program in history, women’s tennis would not have gained the same overwhelming acceptance without her. If Billie Jean King was the pathfinder, blazing the trail for equality, Evert’s longetivity and feminine image shaped the tour’s identity. She was the surrogate daughter for many newly liberated women and gave curious, tennis-playing males a reason to speculate about “what Chrissie is really like.”

Mary Ann Eisel, the victim of Evert’s amazing comeback from six match points at the 1971 US Open, can still recall that historic occasion.

“If it hadn’t been me,” Eisel said recently, referring to the match that launched 1,000 wins, “it would have been someone else. Chrissie was so mentally tough.”

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2014 Wimbledon champion Novak Djokovic

The All England Lawn Tennis and Croquet Club:

Wimbledon guided tour – part 1
Wimbledon guided tour – part 2
Wimbledon Centre Court roof
Court 3 : a new Show Court at Wimbledon
Waiting in the Queue to Wimbledon
Wimbledon Museum: The Queue exhibition
The Wimbledon Lawn Tennis Museum: Player Memorabilia

Fashion and gear:

Marketing:

A trip down memory lane:

Wimbledon Trivia
Wimbledon past champions: stats and records
Wimbledon ‘s biggest upsets
Wimbledon memories: Mrs Blanche Bingley Hillyard
Wimbledon memories: Charlotte Cooper Sterry
Wimbledon memories: Dora Boothby
Portrait of Wimbledon champion Ann Jones
Wimbledon 1969: Laver’s getting beat by an Indian
Rod Laver – John Newcombe Wimbledon 1969
Bjorn Borg – Ilie Nastase Wimbledon 1976
Portrait of 5-time Wimbledon champion Bjorn Borg
Wimbledon 1976: Chris Evert defeats Evonne Goolagong
Portrait of Virginia Wade, winner in 1977
1981: First Wimbledon title for McEnroe
1982: Jimmy Connors defeats John McEnroe
1984: John McEnroe defeats Jimmy Connors
1985: Boris Becker, the man on the moon
Portrait of 3-time Wimbledon champion Boris Becker
Wimbledon 1988: An era ends as Graf beats Navratilova
Wimbledon 1988: Edberg a deserving new champion
Portrait of 2-time Wimbledon champion Stefan Edberg
Wimbledon 1991: the first Middle Sunday
1992: first Grand Slam for Andre Agassi
Andre Agassi: thanks to Wimbledon I realized my dreams
1993: Pete Sampras defeats Jim Courier
1994: Pete Sampras defeats Goran Ivanisevic
1996: Richard Krajicek upsets Pete Sampras
1997: Pete Sampras defeats Cédric Pioline
2000 Wimbledon SF: Pat Rafter defeats Andre Agassi
2000 Wimbledon Final: Pete Sampras defeats Pat Rafter
2001 Wimbledon 4th round: Federer defeats Sampras
Wimbledon 2010: Rafael Nadal defeats Tomas Berdych
The Spirit of Wimbledon: a 4-part documentary by Rolex retracing Wimbledon history

Recaps:

Polls:

Will Andy Murray retain his Wimbledon title?

  • No (80%, 45 Votes)
  • Yes (20%, 11 Votes)

Total Voters: 56

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Who will win Wimbledon 2014?

  • Roger Federer (31%, 14 Votes)
  • Rafael Nadal (24%, 11 Votes)
  • Novak Djokovic (24%, 11 Votes)
  • Andy Murray (13%, 6 Votes)
  • Milos Raonic (4%, 2 Votes)
  • Stan Wawrinka (2%, 1 Votes)
  • Richard Gasquet (0%, 0 Votes)
  • Ernests Gulbis (0%, 0 Votes)
  • David Ferrer (0%, 0 Votes)
  • Tomas Berdych (0%, 0 Votes)
  • Other (0%, 0 Votes)

Total Voters: 45

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Who will win Wimbledon 2014?

  • Maria Sharapova (41%, 12 Votes)
  • Serena Williams (21%, 6 Votes)
  • Other (14%, 4 Votes)
  • Li Na (10%, 3 Votes)
  • Simona Halep (7%, 2 Votes)
  • Victoria Azarenka (3%, 1 Votes)
  • Petra Kvitova (3%, 1 Votes)
  • Agniezska Radwanska (0%, 0 Votes)
  • Jelena Jankovic (0%, 0 Votes)
  • Angelique Kerber (0%, 0 Votes)
  • Dominika Cibulkova (0%, 0 Votes)

Total Voters: 29

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Enjoy this 4-part Rolex documentary retracing Wimbledon’s history from Suzanne Lenglen to Rod Laver to Roger Federer. A must-see for every tennis fan.

Part 1 (1877-1939): the foundations of Wimbledon

Suzanne Lenglen, designer Ted Tinling, Gussie Moran, Bill Tilden, Jean Borotra, Henri Cochet, René Lacoste, Don Budge, Helen Wills, Fred Perry

Part 2 (1945-1977): a brand new era

Virginia Wade, Jack Kramer, Maureen Connolly, Althea Gibson, Ann Jones, Louise Brough, Harry Hopman, Ken McGregor, Rod Laver, Frank Sedgman, Cliff Drysdale, WCT, Handsome Eight, Ken Rosewall, Margaret Court, Evonne Goolagong, Billie Jean King

Part 3 (1978-1999): the Golden Era

Bjorn Borg, John McEnroe, Chris Evert, Martina Navatilova, Steffi Graf, Boris Becker, Stefan Edberg, Pete Sampras, Andre Agassi

Part 4 (2000-2011): Sampras, Federer, Venus and Serena

Pete Sampras, Pat Rafter, Roger Federer, Goran Ivanisevic, Venus Williams, Serena Williams, Maria Sharapova, Rafael Nadal, Andy Roddick, John Isner, Nicolas Mahut

By Andreas Plastiras. Check out his blog: Snap-Shot Sport

I was fortunate enough to get hold of a ticket to Court 3 at the All England Championships for the middle Saturday of the event. The day comprised beautiful weather, a stunning view of the action and I even witnessed history, as Yaroslava Shvedova won the first set of her match against Sara Errani in just 16 minutes and without dropping a point – a first for the WTA.

I also used my time at Wimbledon to keep a watchful eye over the sponsor activity both at the event, and around the surrounding area (Images at the bottom of the page)…

At the Event:

– On court branding, as per usual was seen from Slazenger (balls), IBM (service speed boards), Rolex (above scoreboard), Robinsons (bottles places strategically below umpire chair), Evian (water bottles provided to players) and Ralph Lauren (umpire, line judges and ball kids uniforms.)

IBM and HSBC booths located alongside one another near to Centre Court, and whilst the former raised awareness of the technologies it uses to generate statistical match analysis, the latter took the opportunity to enable its customers to gain a voucher offering free strawberries and cream.

Sony also acquired its own booth whereby fans could sample its 3D television technology. Upon entering, visitors were handed a leaflet that invited them to successfully guess the correct number of games that will be played in the men’s final (which will be shown in 3D at various cinemas) to stand a chance of winning a 40” Bravia television.

– As the official champagne of the championships, Lanson handed out leaflets that entitled spectators to a a £5 discount off of its products, whilst a competition enabled entrants to win a case of its new White Label champagne.

– The bright pink coloured Evian café included a large image of ambassador Maria Sharapova (who recently signed an extension to her deal with Evian) and gave people a chance to enjoy a quiet drink ahead of a busy day’s play

Digital:

– The stand out digital activity has been seen from Evian, where its #evianballhunt campaign gave consumers the chance to win VIP tickets to Wimbledon. Participants were given clues via Facebook and Twitter (@Evian_UK) as to the whereabouts of an Evian ball boy, and were asked to check in upon finding his location to stand a chance of winning.

– Official timekeeper Rolex invited visitors to its global YouTube channel where classic Wimbledon moments could be relived, whilst long-term ambassador Roger Federer also featured in short video interview as part of its “Rolex Rendezvous” series.

Slazenger launched a game via a Facebook app that required competitors to play a game of “keepy uppy” and score as many points as possible in a set period of time. Scores could be shared on Facebook.

Hertz launched a video diaries series via the “Live @ Wimbledon” tab accessible on both the official Wimbledon website and accompanying mobile app. Content consisted of player interviews whilst en-route to the grounds – official automotive partner of the French Open, Peugeot also did something similar earlier this year as part of its “Road to Roland Garros” series.

IBM has been raising awareness of its services through the launch of a video uploaded to its YouTube channel showcasing its new cloud technology. Along with the informative video, the brand is responsible for the official mobile app of the championships. A new feature on both the official Wimbledon website and the mobile app is the “Live @ Wimbledon” tab, which enables users to drop in at matches during key points.

Other Prominent Signage/Messaging:

– Upon walking through Wimbledon Village on my way down to the courts, I couldn’t help but notice prominent Evian branding, primarily through a number of flags that had been placed above shops around the village featuring the Wimbledon logo.

– Meanwhile, logistics company and ATP partner FedEx continued to use its “Live to Deliver” strapline on the sides of busses in the local area to promote its various business offerings

Hertz branding was visible on the sides of taxi’s transporting visitors to and from the grounds, outlining that is “driving the championships.”

– Upon exiting Wimbledon station visitors were greeted by an M&S display promoting its half price strawberries and cream offer. Platform ads could also be seen.

– Web domain site Go Daddy.com had acquired a large outdoor space opposite Wimbledon station and used tennis imagery and the tag line “take advantage” to promote its services (the brand has become well known in the US for its edgy and sexy Superbowl commercials.)

– ATP partner Compeed sent its “hit squad” to the surrounding area to issue free samples of its blister protection pads to spectators, demonstrating an understanding of the long distance walking required for those queuing for tickets.

NB Compeed ambassador and women’s world number one Caroline Wozniacki has fronted much of the brand’s recent advertising including this Pan-European TV commercial.

All in all, a cracking day out, and from my experience of the Wimbledon championships 2012, it seems clear that OOH has been a key part of the strategies of ambush advertisers, whilst official sponsors have in the main sought to put smiles on the faces of spectators by making the day out as stress free and enjoyable as possible, whilst also throwing in the odd competition or two…

All pics by Andreas, except Sam Stosur’s pic (source Sam Stosur Official Facebook)

I spent a few days in London for a bit of sightseeing and a bit of tennis at Queen’s, and I took the opportunity to visit Wimbledon.
Even though I’m French and discovered tennis through Roland Garros, my favorite tournament has always been (and will always be) Wimbledon. So for me it was a dream come true, I finally get to see this fantastic place. Next goal for me: obtain a ticket for The Championships, perhaps next year?

Some infos about Wimbledon guided tours:

How to book a tour?
Online or by calling +44 (0)20 8946 6131

How much does it cost?
The total cost of £20.00 includes entrance to the Museum and is payable upon arrival.

What does the tour include?
Centre Court, No.1 Court, Henman Hill, The Millennium Building and Press Interview Room
Total time for the tour and museum is usually around two and a half hours, including 90 minutes for the tour and an hour for the Museum.

Is it worth it?
Yes, yes and yes!
The guide was really passionate about the Championships and Wimbledon’s history, told lots of anecdotes and took time to answer all our questions. A must-do for any tennis fan!

The first thing you see when you enter the Stadium is the Fred Perry statue and the Centre Court:

Wimbledon

Wimbledon

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