Wimbledon serves tennis to social TV
| 12 June 2014
It may find itself struggling to grab attention during the football World Cup but the Wimbledon tennis championship is to engage social media users and drive tune-in for global broadcasters to capture attention.

Indeed in a deal with real-time video company Grabyo, the tournament's organiser, The All England Lawn Tennis Club (AELTC), is to bring near-live video from Wimbledon to a global digital audience of billions, sharing highlights to tennis fans on Facebook, Twitter, Google+ and YouTube.

In addition to using Grabyo's social video platform to create and distribute instantly real-time video clips, AELTC will also distribute longer form highlights from each day on Wimbledon.com and on YouTube.

"Each year we challenge ourselves to deliver the best possible experience for Wimbledon fans, whether they're here on the grounds or enjoying the action across TV, radio and online," explained AELTC content and communications manager Alexandra Willis. "We're excited to be working with Grabyo to deliver a world-class, multi-platform and real-time experience to billions of fans around the world. It will help us in our ambition of making Wimbledon's digital platform the next best thing to being here, and encourage tune-in for fans not already watching."

Nearly three-quarters of Grabyo's video traffic is mobile, illustrating, said the company, how effective real-time social video is at reaching an increasingly mobile audience. The mobile-first platform regularly scales to hundreds of thousands of users within seconds as clips are shared."We see huge and immediate spikes in traffic as premium sports content is shared to Facebook, Twitter and Google Plus. All of this is complimentary to YouTube, where video content can attract audiences longer-term," added Grabyo CEO Gareth Capon. "This is particularly exciting as it will be the first time a major sports rights holder has delivered real-time video highlights to a global audience across multiple social platforms."