Since Keith Prowse first teamed up with The All England Lawn Tennis Club back in 1982, much has changed on the British sporting stage.
But few shifts have been as powerful—or overdue—as the rise of women’s sport. From sell-out crowds to booming sponsorships, the momentum is real, and Keith Prowse is stepping firmly into that spotlight with its latest innovation: HerStory.
The experience pioneers—Keith Prowse—recently polled their audience to find out what a female sport-focused premium experience should look like.
The results were emphatic: 80% wanted meaningful, educational content, while many also called for sustainable dining and lower-alcohol options. It was clear—this wasn’t about a pink-washed lounge and a glass of fizz. Fans wanted substance. And now, they’re getting it.
Launching at both The Queen’s Club and Wimbledon during the 2025 grass-court season, HerStory is far more than a hospitality upgrade. It’s a cultural reset.
At the heart of the offering is Laura Robson, former British No.1 and Olympic silver medallist, who will host the experience at Wimbledon.
Since stepping away from the tour in 2022, Robson has become a familiar face on Sky Sports and Eurosport, and now leads the new WTA Tour 500 event at The Queen’s Club—where HerStory at Tennis debuts on 12–13 June.
The tournament marks the triumphant return of top-tier women’s tennis to the venue for the first time in over half a century.
“Integrity and innovation are at the heart of Keith Prowse, driving us to craft exceptional experiences that truly resonate with today’s evolving audience, one that is increasingly enthusiastic about events, particularly women’s sport. said Samantha Coates, Marketing Director at Keith Prowse.
“By working closely with our valued rights holders, we ensure our premium offerings not only meet but surpass the desires of their growing and diverse fanbase. We are incredibly excited to partner with The All England Lawn Tennis Club on this meaningful endeavour.”
And meaningful it is. The HerStory at Wimbledon 2025 experience promises more than a seat at Centre Court or No.1 Court (while they’re still available).
Attendees can expect live music, a complimentary bar, and a mixologist masterclass, all wrapped in an atmosphere designed to foster conversation, connection, and inspiration.
For Sally Bolton OBE, Chief Executive of the All England Club, the move is both timely and necessary. “During our four-decade long partnership, Keith Prowse have consistently been able to adapt their offering in line with the evolving market.” she said.
“The significant growth in interest in women’s sport, both in participation and particularly in spectatorship, is something we at the All England Club welcome wholeheartedly.
Keith Prowse have responded to that demand through the creation of the ‘HerStory’ experience, and we are looking forward to playing our part in elevating the voices of women in sport, business and culture through hosting an edition of ‘HerStory’ at Wimbledon.”
At its core, HerStory isn’t just about sport—it’s about legacy. It’s a curated space where past meets future, where fans don’t just watch history being made, they feel part of it.
And in a climate where access to Wimbledon tickets is rarer than a dry fortnight in July, this might just be the golden ticket with heart and purpose.
For those seeking to experience tennis history with a twist of modernity and meaning, Keith Prowse may have just served up its most compelling offer yet.
