The Wimbledon tennis tournament is working on extending its digital reach into emerging markets as bosses behind the 137-year old sporting championship move to establishing it in the 21st century.
The digital team at the All English Lawn Tennis Club (AELTC), the body organising Wimbledon, have begun posting on Weibo – China's answer to Twitter- as well as writing in Japanese on Facebook in an attempt spread the brand into the Far East.
"Emerging markets are incredibly important if you look at where sheer numbers are and where the growing middle class is," Michael Desmond, commercial director at AELTC, told CNBC.
"We want to grow those markets but you have to culturally respect the market and therefore simply providing an English language proposition into China would be madness. We want to make it as bespoke as we can without losing our brand assets."
China has a clear lack of tennis tradition, and the country's focus on Olympic sports meant the sport was largely sidelined in the country until it returned to the games in 1988 after a 64-year absence. Since then, the sport has been on the rise, with a major competition, the Shanghai Masters now being played there.