First Cannes, Now Wimbledon - If You Know You Know!

You might have noticed it too. First it was Cannes. Now it’s Wimbledon. What used to be events grounded in legacy and excellence are becoming something else altogether, they are being redefined by the influencer era.

At Cannes, the shift was clear. It used to be a celebration of cinema and storytelling. Now, the red carpet often feels more like a photo zone for Instagram. Content creators, influencers, and reality stars are making their way in, creating viral moments with fashion and filters. Some people still saw it as entertainment, after all, fashion and film have always shared a red carpet but there was a noticeable change in energy.

Then came Wimbledon. That one hit differently.

Wimbledon, known for its timeless tradition, was always about tennis: white dress codes, strawberries and cream, and a silence that spoke volumes. But now? It's a backdrop for lifestyle content. Slow motion outfit spins. Court side GRWMs. And influencer captions that read more like brand ads than tennis commentary.

So what’s going on?

The Shift: From Prestige to Visibility

One reason is reach. Events like Wimbledon and Cannes are recognizing the power of digital audiences. By inviting influencers, they tap into millions of followers on Instagram, TikTok, and YouTube. As The Guardian recently pointed out, Wimbledon now boasts over 2.9 million TikTok followers and posts more than 150 videos during the tournament showcasing players dancing, lifestyle moments, and behind-the-scenes clips.

Wimbledon is no longer just a tennis event. It is an always-on marketing machine.

And for influencers? These legacy events are no longer just for leisure or status. They’re platforms for marketing moments. One well-dressed appearance can lead to brand deals, viral visibility, and front-page features. As one strategist put it, “We are seeing influencers treat Wimbledon like their version of the Met Gala” and that sentiment has stirred reactions online.

On Reddit, fans complained that some influencers “do not even care about the game” and are just “there to shoot content.” Others voiced frustration that tickets were going to people who treat Wimbledon like a fashion runway rather than a sporting event.

Cannes: The Cinema Festival or Content Playground?

Cannes faced similar backlash this year. Industry veterans called it a “circus” overrun by creators and influencers. One director argued: “While everyone is welcome, they must not overshadow the art.” That comment alone captures the tension at the heart of this shift — democratization versus dilution.

On the flip side, influencers like Emira D’Spain clapped back with unapologetic honesty: “Haters pay the bills.” And that’s the truth of today’s attention economy virality is a form of currency. It can buy you a seat at the table. Or at least a pass to walk the carpet.

Are We Losing the Essence?

All of this brings us to a bigger question. What do these events represent now?

Are they still about the craft of film, of sport, of culture? Or has content creation become the new ticket? Is access now about numbers and engagement rather than contribution or talent?

It feels like the world is shifting from exclusive to accessible, from elite to algorithmic. And while this means more people get to be seen and heard, it also blurs the meaning of participation. Is being present the same as belonging?

Today’s world is not just becoming more consumeristic. It is becoming more convenient. More affordable. More accessible. That’s both empowering, and a little unsettling.

We are watching prestige be repackaged. We are watching heritage become hashtags. And we are watching legacy events turn into lifestyle moments.

Maybe this is progress. Maybe it is inclusion.Or maybe it’s just really good content.