All England Lawn Tennis Club (Wimbledon) Case Study


The All England Lawn Tennis Club (AELTC), a private club that annually hosts The Championships at Wimbledon, engaged Legends International in April 2016 to conduct a review of its operations. Although the club already delivered a high-quality experience and ran a profitable premium hospitality business, they wanted to address a few issues and make some changes prior to hosting The Championships that year.


Legends International developed a strategy to deliver the optimal hospitality business from both a brand and profit perspective. The strategy successfully addressed the following issues:

  • Unclear product, pricing hierarchy and a confused customer base
  • Reduction in the number of on-site premium hospitality covers due to the implementation of the facility master plan
  • Need to migrate long-term existing partners into the new facilities
  • Sub-optimal business arrangements, resulting in “financial leakage” away from AELTC due to third party involvement, while supply and pricing were not matching market demand
  • Changes in market conditions

To deliver the final strategy for the AELTC, Legends conducted multi-level research and analysis including:

  • A review of historical operations of AELTC, stakeholder interviews and a detailed site visit
  • An evaluation of financial operations and the interaction between general and hospitality ticketing and debentures
  • A review of existing contracts with suppliers, partners, and consumers
  • Assessment of the various operational and physical constraints of The Championships and AELTC in order to deliver its final recommendations and roadmap


Legends delivered a long-term sales and hospitality strategy that:

  • Maintained The Championships’ position as the pinnacle of premium hospitality in British sports
  • Substantially improved the AELTC’s financial return while providing a significantly improved experience for all users
See also: Feasibility