Jaguar puts tennis fans on centre court with Andy Murray in new virtual reality experience

Jaguar UK is using its Wimbledon sponsorship to offer tennis fans a unique perspective of Andy Murray on centre court with a new VR experience as part of its #FeelWimbledon campaign.

Jaguar Land Rover brand ambassador Andy Murray narrates over the 4D cinematic experience, created by Mindshare, which features a flyover of the famous The All England Lawn Tennis Club and an up close view of the 29 year-old on centre court.

Discussing the new ad the 2013 Wimbledon champion said: “There’s no greater feeling than walking out onto Centre Court. It’s hosted so many incredible matches, the greatest champions ever, and the atmosphere is truly one of a kind. This special experience is reserved for very few players and supporters, so it’s amazing that Jaguar’s VR experience can bring people closer to the unique feeling of tennis’ most famous court.”

Murray added: “I’m extremely interested in the development of technology, and have several investments in exciting British projects. The growth of virtual reality, especially its use in sport, is fascinating. I never thought I’d have my own VR experience.”

Jeremy Hicks, managing director of Jaguar Land Rover, said: “We’re excited to welcome Andy Murray to Jaguar. Our shared passion for performance makes this a special partnership, and we’re proud to be associated with one of Britain’s leading sportsmen and the UK’s best summer sporting event. Andy and Wimbledon provide us the perfect platform to showcase our new F-PACE to a global audience.”

The AELTC’s commercial director, Mick Desmond, added: “Jaguar’s #FeelWimbledon campaign with Andy Murray supports our commitment to deliver the best possible experience for our fan base each year, whether it’s attending the tournament or engaging via digital channels.”

The virtual reality experience will be at Goodwood Festival of Speed before moving on to London’s Waterloo station during the tournament. It will also be distributed at Jaguar’s car dealerships via 20,000 Google Cardboards.

This year Wimbledon will have a number of technological offerings on display which were announced as part of its overhaul of its apps as well as an update on the overall digital strategy.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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