Barclays has teamed up with US tennis star Frances Tiafoe for an integrated campaign to celebrate its sponsorship of the upcoming Wimbledon Championships.
The ‘Moments That Matter’ campaign aims to highlight the vital role the right partner can play, whether it’s a coach on Centre Court or a financial partner supporting life and business decisions.
The 30-second film opens at match point, with time pausing as Tiafoe prepares to serve. Behind him, his coach appears in a moment of quiet support, symbolising the presence of a trusted partner.
The scene seeks to illustrate how encouragement at the right time can help unlock potential, mirroring the campaign’s message about the value of strong partnerships.
Simon Groves, global managing director of brand, creative and media at Barclays, said: “It’s in the moments that matter where the right support makes the biggest difference. Whether it’s a coach courtside or a financial partner in your corner, this campaign celebrates what can be achieved with the right partner supporting you. We’re proud to be that partner for our customers and clients, and to bring that message to life through our partnership with The Championships, Wimbledon.”
The campaign will roll out across TV, video on demand, out-of-home, and press channels in both the UK and US. It is the first work produced by creative agency VCCP since being appointed Barclays’ global creative agency of record earlier this year.
The campaign marks Barclays’ role as the official banking partner of Wimbledon, a partnership that began in 2023. The bank also supports the broader Wimbledon brand, having made the largest-ever partner donation to the Wimbledon Foundation, which aims to help more people grow and thrive in their communities.
Barclays will be activating its partnership with Wimbledon at this year’s event through a range of on-site experiences for both customers and non-customers.
Visitors can enjoy a complimentary Lavazza coffee, while the Barclays Clubhouse in the Queue village will host live screenings of matches. Attendees can also visit Champions’ Corner with Barclays at Aorangi, offering a viewing platform to watch players train ahead of their matches.
Meanwhile, Barclays customers can receive a complimentary strawberries and cream pastry, and once inside the grounds, redeem a free serving of strawberries and cream by scanning a QR code in the Barclays app. They’ll also have the chance to spin the wheel on the ‘Giving Lockers’ for a chance to win a prize.
Premier customers can also collect a free official Wimbledon programme at Champions’ Corner.