Pristine courts, strawberries and cream and the shout of ‘new balls please’ are the unmistakable sights and sounds of a British summer.
Now grass court tennis has been crowned the season’s most quintessential experience, with 61% of Brits ranking it ahead of cultural classics such as Ascot, Glastonbury and the Chelsea Flower Show.
The enduring appeal of tournaments such as Queen’s and Wimbledon was put down to heritage and history (24%), atmosphere and traditions (24%), and iconic courts (20%), according to new research by HSBC.
‘The grass court season holds a special place in Britain’s sporting calendar, and these findings show just how much the nation values that tradition,’ said Scott Lloyd, chief executive of the Lawn Tennis Association (LTA).
‘With the women’s tournament now in its second year back at The HSBC Championships at Queen’s, we’re seeing unprecedented demand from fans who want to get close to world-class tennis.’
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To celebrate the summer season, HSBC and the LTA have unveiled a spectacular tennis court in the heart of London.
The free pop-up in Trafalgar Square runs today and tomorrow (June 5 and 6), ahead of Queen’s, which begin on Monday.
Visitors will be able to soak up the atmosphere, interact with top players, and experience the excitement of grass court tennis as the season gets underway.
The survey also revealed that Brits are choosing real world experiences over screen time, with 58% saying they are a great way to connect with friends and family.
Live sport was named the experience most likely to create lasting memories (36%), ranking ahead of concerts, music festivals and all other live events.
And when it comes to making an event worthwhile, proximity is as important as price. Cost is key for 42% of attendees, but a further 45% said being close to the action and getting a good price are equally important
Brits are backing this shift with their wallets, spending an average of £154 a year on live sporting experiences with 24% planning to increase this in the next 12 months.
Stuart Tait, Head of Commercial Banking, HSBC UK said: ‘Our research shows people are craving the kind of moments you can’t stream – there’s no substitute for being up close to the action.
‘Grass court tennis is a quintessential part of the British summer, and with the HSBC Championships returning to The Queen’s Club, we’re proud to bring that excitement to the heart of London.
‘By transforming Trafalgar Square into an immersive tennis experience with the LTA, we’re helping our customers and fans feel the atmosphere up close.’
Limited tickets for The HSBC Championships at Queen’s are available here.