Wimbledon 2025: AI, Prize Money, and Strawberry Prices

JAKARTA, 27 Juni — Wimbledon 2025 is bringing big changes both on and off the court. As the All England Club modernizes one of the sport’s oldest traditions, fans will notice more than just the absence of line judges — even the iconic strawberries and cream now come with a higher price tag.

No More Line Judges: AI Takes Over

This year, Electronic Line Calling (ELC) will be used across all courts, eliminating the need for human line judges for the first time in the tournament’s history. The All England Club confirmed that the number of on-court officials will be reduced from around 300 to just 80 match assistants, who will now serve operational and technical roles.

“This change is about enhancing precision and improving the flow of play, not removing the human element altogether,” said Sally Bolton, Chief Executive of the All England Club.

Wimbledon now joins the Australian Open and US Open, which had already fully adopted ELC systems.

Strawberries & Cream Price Rises to £2.70

A Wimbledon staple, strawberries and cream, has seen its first price increase in several years. The cost has gone up from £2.50 to £2.70 — a modest hike that still draws attention due to its symbolic importance in the Wimbledon fan experience.

“We remain committed to keeping this tradition accessible, but some price adjustments are necessary due to rising operational costs,” a spokesperson from the tournament’s catering team explained.

Despite the increase, the treat remains one of the most affordable and beloved items on the grounds.

Prize Money Up by 7% to £53.5 Million

Players will also benefit from changes this year. Wimbledon 2025 offers a 7% increase in total prize money, raising the pool to £53.5 million. This continues the tournament’s commitment to equal pay, with men’s and women’s singles champions set to receive identical payouts.

Finals Start Later: 4 p.m. BST

In a bid to reach wider global audiences, final matches will now begin at 4 p.m. British Summer Time, two hours later than usual. This adjustment is aimed at boosting viewership in key markets such as Asia and the Americas.

“The new schedule is part of our mission to make Wimbledon more accessible to fans around the world,” Bolton added.

Over 1 Million Miss Out in Ticket Ballot

Despite the introduction of a more accessible online ballot system, more than one million applicants failed to secure tickets to this year’s event — a testament to the tournament’s continued global appeal.

From AI-powered officiating to price changes that affect both players and fans, Wimbledon 2025 blends innovation with tradition in its signature British style.