A clandestine approach to advertising

Wimbledon

AS the world's oldest and most prestigious tennis tournament grows, a degree of quaintness remains essential.

While Wimbledon keeps up with technological and commercial demands, its commitment to maintaining the atmosphere of "tennis in an English garden" directs all decision making. That includes not just the meticulous cultivation of the purple and white flowers that line the lanes of the grounds of the All England Lawn Tennis Club, but also how the tournament is wired for the wider world and how its commercial partners advertise themselves.

Sam Seddon, the IBM client executive for Wimbledon, sa…