What we did

  • Design and Idea Creation
  • Location & license booking
  • Set Build and Development
  • Onsite logistics

Jaguar XF Sportbrake

In Brief

Sketch Events were appointed by CAA Sports Consulting to design and build a replica Wimbledon Centre Court in the middle of London. The experiential pop-up had to be accessible, dynamic, fun, engaging, and above all, sharable and exciting.

In Detail

When Jaguar launched its dynamic new estate the XF Sportbrake in June, it leveraged its sponsorship of The Championships, Wimbledon to full effect. Brand ambassador and world tennis number one, Andy Murray, revealed the car on a replica of Wimbledon’s Centre Court in London’s Brick Lane Yard.

The complex build by Sketch needed 16 different contractors to provide all the elements. These included a replica Centre Court scoreboard including a speed of serve element; petunias planted 8 weeks in advance to ensure they bloomed on time; genuine Wimbledon players’ chairs; grandstand seating for 100 guests; and a giant tennis court cover for the reveal, printed with Wimbledon and Jaguar logos. Even a last minute change of location from a green park space to the hard standing of Brick Lane Yard didn’t delay the build.

After introducing the new Jaguar XF Sportbrake, Andy Murray warmed up for Wimbledon with a special one off match on the pop-up court. Murray paired up with comedian Jimmy Carr and faced International Boxing Federation Heavyweight World Champion Anthony Joshua MBE paired with comedian Rob Brydon. The contest also streamed live online, with commentary by Tim Henman and Clare Balding.

Integrating Jaguar’s global and UK sponsorship assets, the event activation delivered on its brief, exposing the new XF Sportbrake to international media, celebrities, social influencers and customers.

Coverage Included: The Times, The Sun, The Daily Mail, The Mirror & Top Gear Magazine as well as being shared extensively on social media. There was extensive global coverage also with a massive 66,655,613 worldwide reach.