The All England Lawn Tennis & Croquet Club, which oversees the Wimbledon tennis tournament, will make real-time clips from the 2014 tourney’s legendary grass courts available to share on YouTube, Facebook and Twitter instantly, under a new partnership.
AELTC inked a deal to use the social-video platform of startup Grabyo to create and distribute video clips from matches across Facebook, Twitter and Google+. The tennis club also will distribute longer-form highlights from each day on Wimbledon.com and on YouTube. The initiative is designed to drive users to TV telecasts, which will be broadcast in 200-plus countries worldwide.
In the U.S., ESPN has exclusive broadcast TV and streaming rights to Wimbledon, under a 12-year agreement with AELTC starting in 2012.
The clips will be generated from AELTC’s broadcast feed. Comments and hashtags can be added to the links that are posted to social sites, where they can be viewed across web and mobile apps.
AELTC emphasized that the social-video features will complement TV. The new initiative “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,” said AELTC content and communications manager Alexandra Willis.
The Wimbledon 2014 fortnight starts Monday, June 23, and concludes Sunday, July 6.
London-based Grabyo’s other customers include the U.K.’s Sky Sports, Channel 5, Setanta Sports (Ireland) and QVC’s U.K. shopping channel.