There has been a seismic shift in the sporting landscape since Keith Prowse and The All England Lawn Tennis Club started working together in 1982 – but perhaps not more so than the rise of women’s sport from a participation, viewership and of course, commercial perspective.
Experience expert, Keith Prowse, recently asked its audience what they would want from a new, female sport-centric premium experience; 80% relayed the importance of educational elements and many prioritised the sustainability impact of the culinary offering, for example, local and seasonal produce and no/low alcohol inclusions. Enter HerStory – brand-new for the 2025 grass-court season – taking place at both The Queen’s Club and The All England Lawn Tennis Club this summer.
Laura Robson – former British No.1 and Olympic silver medallist – has been confirmed as the HerStory Host for this groundbreaking experience at Wimbledon, leading inspiring conversations whilst ensuring that authentic and meaningful connections between guests and speakers are made.
Since retiring from tennis in 2022, Laura has become a broadcaster for Sky Sports and TNT/ Eurosport – and the Tournament Director of the new WTA Tour 500 event at The Queen’s Club. This venue will host the inaugural ‘HerStory at Tennis’ experience on 12 and 13 June 2025, celebrating the return of professional women’s tennis to The Queen’s Club after more than 50 years.
Samantha Coates, Marketing Director at Keith Prowse, said: “Integrity and innovation are at the heart of Keith Prowse, driving us to craft exceptional experiences that truly resonate with today’s evolving audience – one that is increasingly enthusiastic about events, particularly women’s sport. By working closely with our valued rights holders, we ensure our premium offerings not only meet but surpass the desires of their growing and diverse fanbase. We are incredibly excited to partner with The All England Lawn Tennis Club on this meaningful endeavour.”
Sally Bolton OBE, Chief Executive of the All England Club, commented: “During our four-decade long partnership, Keith Prowse have consistently been able to adapt their offering in line with the evolving market. The significant growth in interest in women’s sport, both in participation and particularly in spectatorship, is something we at the All England Club welcome wholeheartedly. Keith Prowse have responded to that demand through the creation of the ‘HerStory’ experience, and we are looking forward to playing our part in elevating the voices of women in sport, business and culture through hosting an edition of ‘HerStory’ at Wimbledon.”
By securing an official ‘HerStory at Wimbledon’ 2025 experience, which includes live music, a complimentary bar and mixologist masterclass plus prime Centre Court or No.1 Court seats (whilst stock remains) to witness history in-the-making, in-style. Guests will be connected with part of a movement that is inspiring future generations. This experience also now represents one of the final routes to securing tickets for this year’s edition of The Championships.
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