With 746 matches and 1,250 hours of tennis played during The Championships 2025, there was plenty of material to keep tennis fans engaged across Wimbledon’s social channels. But for sports events looking to grow their audiences, focusing on match action will only take you so far. Now, real growth comes from reaching beyond your established communities and offering up varied content strands that act as engaging, relevant entry points for people who may have no interest in sport. Step forward Series 2 of Overheard at Wimbledon. Carrying on from where Series 1 left off in 2024, the episodes pair the universal appeal of people-watching with Wimbledon’s garden party atmosphere. Since tennis courts only cover 35% of our site, the Overheard series utilises the other 65% - the picnic benches, viewing platforms and walkways - and provides a digital window into the bucket-list experience of attending Wimbledon. The creative process sees a two-person crew search for attendees with an interesting dynamic. Willing participants are subtly mic’d up and filmed candidly from a distance for an extended period and encouraged to act naturally. Forced dialogue is cut while stylised scenic shots reinforce the Wimbledon aesthetic. By focusing on everyday fans, Overheard showcases our event in a relatable way, but also taps into the wider trend of content democratisation, proving that engaging content doesn’t always have to be centred around superstar athletes or celebrities. In other words - Overheard enables us to engage fans through fans. In 2025, the series resonated even more strongly with people. Six episodes published across Wimbledon’s Instagram, Facebook, TikTok, YouTube and X accounts generated 26.6m video views (+64% YoY), 28.6m impressions (+68% YoY) and 1.7m engagements (+149% YoY). Qualitative analysis of the post comments also reveals significantly positive sentiment about the series. Numerous Overheard posts outranked major on-court moments across multiple metrics, including the winning points in both singles finals. For instance, the Instagram post of the first episode ranked 14th for engagements across all Wimbledon channels during the tournament period, out of a total 5,064. It also ranked 26th for total video views, and 83% of those views came from non-followers, well above the channel average. Overheard demonstrates there is much more to Wimbledon than just tennis, and has become a proven pathway for potential new fans to fall in love with the event.