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\t\tThe capital is going through a period of Londonmaxxing and tennis is key\t<\/p>\n\t\t\tTuesday 02 June 2026 3:30 pm
\n\t\t\t\t\t\u00a0|\u00a0\u00a0Updated:\u00a0<\/p>\n
\t\t\tTuesday 02 June 2026 1:44 pm\n\t<\/p>\n
\t\tThe capital is going through a period of Londonmaxxing and tennis is key\t<\/p>\n
The capital is going through a period of Londonmaxxing, where the much-loathed Gen Z social media tribe is, surprisingly, bigging up London amid online hatred for the city.\u00a0<\/p>\n
They\u2019re strutting with their coffees, diving into thousands of years of history and realising that London really is at the centre of much of the sporting universe.<\/p>\n
But nothing shines on social media, or captures a traditionalist\u2019s heart, like the high society summer that tennis lends itself to.<\/p>\n
A couple of weeks out from Wimbledon, thousands of fans will pack themselves onto the District Line towards Barons Court for this year\u2019s HSBC Championships, in its second edition as a fortnight-long event incorporating a women\u2019s tournament.<\/p>\n
Queen\u2019s on top<\/p>\n
\u201cQueen\u2019s is finally finding its place<\/a>,\u201d MSQ Sport + Entertainment\u2019s Steve Martin says. \u201cAnd it\u2019s found a bit of a rhythm to do that. It can\u2019t compete with Wimbledon so it has found its own lane.<\/p>\n \u201cThey\u2019re being highly complimentary to Wimbledon now over the next few weeks by shining a light on London and its benefits.\u201d<\/p>\n Londonmaxxing is about shining a light on the extraordinary of the capital, and that has been helped this week with the surprise return of 23-time Grand Slam winner Serena Williams from retirement.<\/p>\n The American transcends the sport and when her doubles wild card appearance was confirmed, only tickets for the early days of the tournament remained available.<\/p>\n Professor Rob Wilson believes the return of Williams will help showcase London at its best.<\/p>\n \t\t\t\t\tRead more<\/p>\n \t\t\tExclusive: Roland Garros star and ATP chief in \u00a3450,000 tennis fund raise<\/a><\/p>\n \tWilliams wonder<\/p>\n \u201cShe remains one of the most recognisable and influential athletes in the world and her return will attract fans from across the UK and around the world,\u201d he tells City AM.<\/p>\n \u201cIt generates excitement that reaches far beyond the sport itself and, with Queen\u2019s being such a historic tournament, having Williams back will be a special moment for fans, visitors and broadcasters alike.<\/p>\n \u201cIt reinforces London\u2019s reputation<\/a> as a global home for major sporting events and adds even more energy and international attention to what is already one of the great sporting summers anywhere in the world.\u201d<\/p>\n Reports ahead of last year\u2019s first women\u2019s tournament in half a century suggested that members of Queen\u2019s Club were unhappy with the board for extending the length of time that the Championships were to run for.<\/p>\n But last year\u2019s success has been followed up with more burgeoning ticket demand this year, with only limited seats available for the opening four days. It is hoped that the final thousand will shift with news of Williams\u2019 presence.\u00a0<\/p>\n WTA tournament director Laura Robson said: \u201cSerena Williams is one of the greatest athletes the world has ever seen, and we\u2019re delighted that she will be making her return to tennis at the HSBC Championships.<\/p>\n \u201cWomen\u2019s tennis made a historic return to Queen\u2019s Club last year, and now we have an icon of the game stepping back onto court at this prestigious venue \u2013 it\u2019s very exciting for the tournament and the fans.\u201d<\/p>\n