The All England Lawn Tennis and Croquet Club (AELTC) has announced a partnership with New Zealand-based NFT studio and marketplace Glorious. The partnership will see AELTC unveil a series of digital masterpieces to celebrate the Wimbledon Championships, which take place from 27 June – 10 July.
“In our ongoing pursuit of innovation to preserve our traditions and ensure that Wimbledon remains relevant for the future, the emerging opportunities around Web 3.0 present a fascinating chance to celebrate Wimbledon by immortalising our history and presenting it to future generations,” said Alexandra Willis, Communications and Marketing Director at the All England Club. “Building on our initial collaboration with Andy Murray in 2021, we are excited to be exploring a very special collection to celebrate our history and share that globally with Wimbledon fans who have an interest in digital artworks.”
Glorious Chief Executive Tim Harper added: “We are aware Wimbledon’s passionate fans will have high expectations. It’s not lost on us that Wimbledon is hallowed ground and the spiritual home of tennis, and we are honoured by and respectful of this incredible opportunity to work with Wimbledon to immortalise its rich legacy on the Blockchain.”