AMEX’s sponsorship of Fortnite’s ‘Race To Wimbledon’ is a lesson in authentic video game engagement

‘Race to Wimbledon’ will see Fortnite players competing to set the best time across a course that spans multiple London landmarks, including the London Eye and Wimbledon Village. Those who beat brand ambassador Andy Murray's time will be entered into American Express’s prize draw to win tickets, travel and accommodation to the men’s final of the 2024 Championships. In this article, we take a look at how brands can leverage video game sponsorship through the virtual world to build authentic engagement amongst a hard-to-reach audience. 

The All England Club is seeking to appeal to a younger audience - one in which football dominates, both in the physical world and that of online content creators. For the desired audience, Amex are enabling interactive experiences that emphasise the qualities of Wimbledon itself. Sponsorship of video game events is a path well-trodden by the tennis event; in 2022, the All England Club launched WimbleWorld on metaverse platform Roblox, receiving more than 12 million visits. With over 80% of users aged under 24, WimbleWorld remains one of the most visited official sports experiences on Roblox. This support from Amex all but confirms the value of such sponsorships.