Mick Desmond is Media and Commercial Director at Wimbledon, and is responsible for  “everything concerning communication, revenue, business partners and the relationship with broadcasters”.

“We create all sorts of content, and not only about tennis: what happens in the Royal Box, the food, the fashion, the celebrities attending...” In short, Wimbledon must constantly change, in order to remain itself.

A point of view that tells the tale of the lasting and constant success of the oldest and most prestigious Grand Slam in the world.

It is an all-encompassing job, one that requires the knowledge of how to balance innovation and tradition, to keep up to speed with the times, without altering the soul of the tournament. “A striking example,” he tells us with a Lavazza cappuccino, “is provided by our digital platforms. They appeal to a younger target audience, because they allow them to follow Wimbledon wherever and whenever you want.”