At Wimbledon, Tennis Fans Don’t Generate Media, They Are Media

Häagen-Dazs UK and Grey London are showcasing the pleasures of championship tennis, accompanied by an ice cream bar.

According to Adfreak, the agency hired fashion photographer Adam Katz Sinding, known for his streetside style portraits, to capture courtside fans for the ice cream brand’s Instagram.

The idea celebrates the ice cream marketer’s new five-year sponsorship of Wimbledon.

Day 8. Outside Centre Court. Doing #Wimbledon with style… #LoseYourself #haagendazs ???

A photo posted by Häagen-Dazs UK (@haagendazsuk) on Jul 4, 2016 at 6:54am PDT

Day 8. Centre Court. Yet again, Wimbledon celebrates victory for one of the all-time greats! #LoseYourself #haagendazs #Wimbledon #tennis #britishsummer

A photo posted by Häagen-Dazs UK (@haagendazsuk) on Jul 4, 2016 at 8:18am PDT

Day 8. Centre Court. The crowd erupts as two fan favourites take the court. #LoseYourself #Wimbledon

A photo posted by Häagen-Dazs UK (@haagendazsuk) on Jul 4, 2016 at 9:27am PDT