- With growth in women’s sport continuing apace over the past decade, Keith Prowse – the UK’s No.1 premium experience provider, and Official Hospitality Partner to The Championships, Wimbledon – has identified a gap in the premium experience market.
- Following the groundbreaking launch of ‘HerStory at Tennis’ in February 2025, taking place on 12 & 13 June at the WTA Tour 500 event at The Queen’s Club, Keith Prowse is excited to announce that Sunday 6 July will see the debut of ‘HerStory at Wimbledon’ 2025.
- HerStory is a premium, portable, and scalable sports hospitality experience - proudly designed and delivered by women. Informed by customer and industry research highlighting the importance of education and thought leadership, each HerStory event features expert insights from notable figures within sport and sports business – with ‘HerStory at Wimbledon’ featuring All England Club Chief Executive, Sally Bolton OBE, as an esteemed contributor.
- Corporate Social Responsibility (CSR) ranked as another high priority among desired features, and accordingly, every HerStory experience places a strong emphasis on sustainability and philanthropic impact – with this new edition benefitting the powerful work of the Wimbledon Foundation, the official charity of the All England Club and The Championships.
Thursday 22 May 2025, London: There has most definitely 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 Experts, Keith Prowse, recently asked their audience what they would want from a new, female sport-centric premium experience; 80% relayed the importance of educational elements, and many also prioritising the sustainability impact of the culinary offering, for example, the 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.
About Keith Prowse
Keith Prowse is the UK’s hospitality industry leader with official appointments at The Championships, Wimbledon, Allianz Stadium, Edgbaston Stadium, The Kia Oval, HSBC Championships at Queen’s Club, Lexus Eastbourne Open, American Express presents BST Hyde Park and Excel London.
They’re the multi award-winning Experience Experts and have been for over 200 years and counting.
Keith Prowse are part of Levy UK, the sports, leisure and hospitality division of Compass Group UK & Ireland.
Keith Prowse, Webb Ellis House, Rugby Road, Twickenham TW1 1DS
Keithprowse.co.uk
About The Championships, Wimbledon
The Championships, Wimbledon, is the oldest of the four tennis Grand Slams and the only one played on grass. Managed by The All England Lawn Tennis Club and staged on the Club’s Grounds, Wimbledon has evolved from its origins as a private members’ croquet club in 1868, to one of the world’s biggest annual sporting events and one of the most well-respected brands in sport. Visit www.wimbledon.com and follow @wimbledon on all major social media platforms.