The All England Lawn Tennis & Croquet Club, which oversees the Wimbledon tennis tournament, will make real-time clips from the 2014 tourney's legendary grass courts available to share on YouTube, Facebook and Twitter instantly, under a new partnership.
The AELTC inked a deal to use the social-video platform of startup Grabyo to create and distribute video clips from matches across Facebook, Twitter and Google+. The tennis club also will distribute longer-form highlights from each day on Wimbledon.com and on YouTube. The initiative is designed to drive users to TV telecasts, which will be broadcast in 200-plus countries worldwide.
ESPN has exclusive broadcast TV and streaming rights to Wimbledon, under a 12-year agreement with AELTC starting in 2012.
AELTC emphasized that the social-video features will complement TV. The new initiative "will help us in our ambition of making Wimbledon's digital platform the next-best thing to being here, and encourage tune-in for fans not already watching," said AELTC content and communications manager Alexandra Willis.
The Wimbledon 2014 fortnight starts Monday, June 23, and concludes Sunday, July 6.
London-based Grabyo's other customers include the U.K.'s Sky Sports, Channel 5, Setanta Sports (Ireland) and QVC's U.K. shopping channel.