Londonmaxxing: Queen’s start of top tennis year for capital
The capital is going through a period of Londonmaxxing, where the much-loathed Gen Z social media tribe is, surprisingly, bigging up London amid online hatred for the city.
They’re strutting with their coffees, diving into thousands of years of history and realising that London really is at the centre of much of the sporting universe.
But nothing shines on social media, or captures a traditionalist’s heart, like the high society summer that tennis lends itself to.
A couple of weeks out from Wimbledon, thousands of fans will pack themselves onto the District Line towards Barons Court for this year’s HSBC Championships, in its second edition as a fortnight-long event incorporating a women’s tournament.
Queen’s on top
“Queen’s is finally finding its place,” MSQ Sport + Entertainment’s Steve Martin says. “And it’s found a bit of a rhythm to do that. It can’t compete with Wimbledon so it has found its own lane.
“They’re being highly complimentary to Wimbledon now over the next few weeks by shining a light on London and its benefits.”
Londonmaxxing is about shining a light on the extraordinary of the capital, and that has been helped this week with the surprise return of 23-time Grand Slam winner Serena Williams from retirement.
The American transcends the sport and when her doubles wild card appearance was confirmed, only tickets for the early days of the tournament remained available.
Professor Rob Wilson believes the return of Williams will help showcase London at its best.
Williams wonder
“She remains one of the most recognisable and influential athletes in the world and her return will attract fans from across the UK and around the world,” he tells Morning Wire.
“It generates excitement that reaches far beyond the sport itself and, with Queen’s being such a historic tournament, having Williams back will be a special moment for fans, visitors and broadcasters alike.
“It reinforces London’s reputation as a global home for major sporting events and adds even more energy and international attention to what is already one of the great sporting summers anywhere in the world.”
Reports ahead of last year’s first women’s tournament in half a century suggested that members of Queen’s Club were unhappy with the board for extending the length of time that the Championships were to run for.
But last year’s success has been followed up with more burgeoning ticket demand this year, with only limited seats available for the opening four days. It is hoped that the final thousand will shift with news of Williams’ presence.
WTA tournament director Laura Robson said: “Serena Williams is one of the greatest athletes the world has ever seen, and we’re delighted that she will be making her return to tennis at the HSBC Championships.
“Women’s tennis made a historic return to Queen’s Club last year, and now we have an icon of the game stepping back onto court at this prestigious venue – it’s very exciting for the tournament and the fans.”
London is in for a mega year of tennis, with Queen’s followed by Wimbledon, a Davis Cup tie and the Laver Cup.
As far as tennis goes, the capital is Londonmaxxing and then some. A welcome sight for the Gen Z algorithm, and the rest of us.