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As the countdown begins to this year\u2019s HSBC Championships at Queen\u2019s Club, new research has revealed that grass court tennis is officially Britain\u2019s most coveted summer experience, outperforming some of the country\u2019s most iconic seasonal events.<\/p>\n
The nationwide study, commissioned by HSBC, found that Britons are increasingly prioritising real-world experiences over screen time, with live sporting events emerging as one of the nation\u2019s top summer activities.<\/p>\n
Brits Are Choosing Live Experiences Over Digital Entertainment<\/p>\n
The survey of 2,000 UK consumers highlights a growing appetite for in-person experiences. More than a third (34%) of respondents ranked live sporting events among their top summer priorities, placing them ahead of outdoor concerts and theatre performances.<\/p>\n
Britain\u2019s most popular summer bucket-list experiences include:<\/p>\n
Day trips (57%)
\nWeekend breaks (56%)
\nLive sporting events (34%)
\nMusic festivals (34%)
\nOutdoor concerts (33%)
\nTheatre visits (30%)<\/p>\n
The findings also suggest that consumers are actively budgeting for memorable experiences, with 52% saying they now save specifically for live events.<\/p>\n
Live Sport Creates Lasting Memories<\/p>\n
The research underscores the enduring appeal of attending sporting events in person. According to the findings:<\/p>\n
61% believe nothing compares to experiencing sport live and up close.
\n36% say live sporting events create the most lasting memories, ranking above concerts and festivals.
\n58% use live events as an opportunity to connect with friends and family away from digital distractions.<\/p>\n
On average, Britons spend \u00a3154 per year attending live sporting events, with nearly a quarter planning to increase their spending over the next 12 months.<\/p>\n
Why Proximity Matters More Than Ever<\/p>\n
While affordability remains important, fans increasingly value being close to the action.<\/p>\n
The study found that 45% of respondents consider proximity and ticket price equally important when choosing an event to attend. This demonstrates that immersive experiences are no longer viewed as premium luxuries but essential parts of the overall experience.<\/p>\n
With Centre Court tickets available from \u00a345 during the opening stages of the HSBC Championships, organisers hope to make world-class tennis more accessible to fans.<\/p>\n
Grass Court Tennis Tops Britain\u2019s Summer Bucket List<\/p>\n
Among Britain\u2019s most iconic summer events, grass court tennis emerged as the clear favourite.<\/p>\n
Respondents ranked it above several prestigious occasions, including:<\/p>\n
Glastonbury Festival
\nBritish Grand Prix
\nChelsea Flower Show
\nRoyal Ascot
\nHenley Royal Regatta<\/p>\n
Additionally, 61% of respondents said the grass court season is either an essential or important part of the British summer.<\/p>\n
The biggest reasons cited were:<\/p>\n
The heritage and history of the sport (24%)
\nThe unique atmosphere and traditions (24%)
\nThe iconic grass courts themselves (20%)<\/p>\n
Trafalgar Square Transformed Into a Tennis Experience<\/p>\n
To celebrate the start of the grass court season, HSBC and the Lawn Tennis Association (LTA) are bringing tennis to the heart of London.<\/p>\n
On 5 and 6 June, London\u2019s iconic Trafalgar Square will be transformed into an immersive tennis venue, giving visitors the opportunity to experience the excitement of grass court tennis before the tournament begins.<\/p>\n
The activation will feature appearances from leading British and international tennis stars, interactive experiences, and opportunities for fans to get closer to the sport.<\/p>\n
HSBC Championships Continue Historic Momentum<\/p>\n
The event also marks the return of the HSBC Championships at the historic Queen\u2019s Club, which last year welcomed women\u2019s tennis back to the tournament for the first time in more than 50 years.<\/p>\n
Speaking about the findings, Stuart Tait, Head of Commercial Banking at HSBC UK, said that the research demonstrates people are seeking experiences that cannot be replicated through screens.<\/p>\n
Meanwhile, LTA Chief Executive Scott Lloyd highlighted the special place the grass court season holds in Britain\u2019s sporting culture, noting that demand for tickets continues to grow as fans seek closer access to elite-level tennis.<\/p>\n
How to Get Tickets<\/p>\n
The HSBC Championships take place from 8\u201321 June at Queen\u2019s Club in London.<\/p>\n
Fans interested in attending can find remaining tickets and tournament information via the official HSBC Championships website:<\/p>\n
For more information about HSBC UK, visit: HSBC UK<\/a><\/p>\n