Wimbledon: Novak Djokovic, Serena Williams Are Social Champions

The winners of the 2015 Wimbledon Championships tennis tournament will not be crowned until July 12, but Adobe Digital Index set its top seeds in terms of social clout.

The winners of the 2015 Wimbledon Championships tennis tournament will not be crowned until July 12, but Adobe Digital Index set its top seeds in terms of social clout.

On the men’s side, ADI found that Novak Djokovic of Serbia had the most social clout, while Serena Williams of the U.S. took the women’s title.

The company calculated social value by analyzing more than 5 million social mentions, Twitter follows, Facebook likes, Instagram followers, international reach of buzz, positive sentiment and total followers.

ADI found that Djokovic has more than 10 million fans and followers, and he also was the most-mentioned player in the past 30 days, boasting the highest international reach.

As for Williams, she has 8.7 million fans and followers and was the topic of the second-most social mentions. She also had the most Instagram followers.

Other nuggets from ADI included: Wimbledon trended higher in buzz this year compared with the 2014 tournament, and last year’s winners, Djokovic and Petra Kvitova of the Czech Republic, saw mentions rise year-over-year.



ADI principal analyst Tamara Gaffney said in a release announcing the results:

The composite index of social clout clearly demonstrates that there are many angles to consider when selecting an athlete for a marketing sponsorship. Marketers should look at sentiment, international reach, overall fan base and different leadership positions by network to select the best possible fit. Tennis very may well be the best place to find female athletes for product endorsements.

Analyst Joe Martin added:

We’re finding that victory can certainly boost the social presence of an athlete. Marketers should be looking at social clout when considering athletic sponsorships and work with athletes to activate their social clout.

Readers: Have you posted or will you post about Wimbledon during this year’s tournament, which begins June 29?

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david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.