Wimbledon's Queue Gets its First (Un) Official Sponsor

Jul. 03, 2023

The Queue at Wimbledon was where all the action was today thanks to a cheeky stunt from a startup that took on the role of The Queue’s first ever (Un)Official Sponsor. 

The team from rewards credit card Yonder were there at dawn with Wimbledon’s superfans to gear them up ahead of the first day of the tournament, serving strawberries and pastries to hungry queuers, entertaining them with games to win a stay at Andy Murray’s hotel in Scotland, and providing props for photos to entertain the punters. 

With the Wimbledon tournament already sponsored by another credit card, Yonder chose to take an alternative approach by stepping in to treat fans at arguably one of the most iconic experiences of the tournament - The Queue.

Described as "a queue like no other", The Queue into Wimbledon is an annual British tradition that sees hopeful fans camping out as early as 40 hours before the doors open. Each day around 500 tickets are available each for No. 1 Court, No. 2 Court and the coveted Centre Court, plus thousands of Grounds Passes are made available to get a piece of the action.

Tom Davies, Head of Marketing at Yonder, said: 

"We want to help our cardmembers get more out of their London experience. While we sadly can’t afford to sponsor the tennis (yet), we knew that The Queue was as iconic as the event itself. So we jumped in line bright and early to help the crowd do what they do best - queue patiently like their lives depend on it."

 

Yonder’s (Un)Official Sponsor Of The Queue stunt follows its first Out-Of-Home campaign which saw more than 1,300 adverts displayed on buses and tube stations around London in spring, spotlighting its unique take on loyalty rewards. Yonder announced a Series A fundraise of £62.5 million in equity and debt in April and has been backed by investors including Rio Ferdinand, with its most recent funding round resulting in a post-money valuation of more than £70m.

Yonder rewards city adventurers with perks at great restaurants and bars, culture and fitness experiences like cinemas and spinning classes, as well as lifestyle experiences like digital detox retreats. A membership comes with no fees abroad, purchase protection and worldwide travel cover. 

New members can apply now and get 6 months free. Approval is subject to eligibility. Over 18 & UK residents only. Membership fee applies. Borrow responsibly. T&Cs apply. Rep 64% APR var.