The All England Lawn Tennis and Croquet Club (AELTC) has announced a partnership with New Zealand based NFT studio and marketplace, Glorious Digital.

The pair struck a deal due to their shared passion for the ability to commemorate memorable moments through artwork, now collaborating on a new NFT line to achieve their shared goal.

Commenting on the partnership, AELTC communications and marketing director, Alexandra Willis, said: “In our ongoing pursuit of innovation to preserve our traditions and ensure that Wimbledon remains relevant for the future, the emerging opportunities around Web 3.0 present a fascinating chance to celebrate Wimbledon by immortalising our history and presenting it to future generations.”

“Building on our initial collaboration with Andy Murray in 2021, we are excited to be exploring a very special collection to celebrate our history and share that globally with Wimbledon fans who have an interest in digital artworks.

“We have always sought to demonstrate that Wimbledon can be at the forefront of emerging trends in the industry while staying true to who we are, and then delivering on that with excellence.

“Ensuring that we worked with a partner who shared that ethos was critical,” she said.

Glorious chief executive, Tim Harper, added: “We are aware Wimbledon’s passionate fans will have high expectations.”

“It’s not lost on us that Wimbledon is hallowed ground and the spiritual home of tennis, and we are honoured by and respectful of this incredible opportunity to work with Wimbledon to immortalise its rich legacy on the Blockchain,” he said.

More information about the partnership will be released in the future.

The announcement comes after Roland-Garros and Renault agreed to a five-year partnership.