Leaders at the All England Club have instructed BBC executives to overhaul their Wimbledon coverage as negotiations begin for a new broadcasting agreement taking effect after 2027.
Tournament organisers remain committed to preserving their historic partnership with the corporation but believe the current presentation has grown tired compared to rival tennis broadcasts.
According to The Times, discussions are already underway regarding the next television deal, though there is little desire to end the longstanding relationship.
The BBC must now convince All England Club decision-makers with fresh plans for covering the prestigious grass-court Grand Slam.
The BBC has come under fire from Wimbledon chiefs
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A source from Wimbledon indicated that officials share a view that priority should be given "to ensure that how we show the tennis during the championship is innovative and has the best presenters".
Critics within the broadcasting industry have taken aim at the BBC's pundit lineup, suggesting many appear disconnected from the modern game.
"John McEnroe is great - although he can split opinion - but some of the other presenters and pundits at Wimbledon seem out of touch and not really up to date with a lot of the players," one industry source told The Times.
The insider added: "There is obviously a balance to be struck to cater for those who like the traditional aspect of the BBC's Wimbledon coverage, but it definitely needs to look at what is happening in other tennis coverage."
Sky Sports, operating a dedicated tennis channel and holding US Open rights until 2029, could potentially emerge as a rival bidder.
Wimbledon chiefs want a fresher look for this year's coverage of the competition on the BBC
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TNT Sports, which broadcasts the Australian and French Opens, is considered unlikely to challenge for Wimbledon rights, viewing the BBC as the tournament's natural home.
Despite the criticism, the All England Club would still favour the BBC even if competitors offered substantially higher sums for the rights.
The corporation invests roughly £60million annually on its Wimbledon broadcasting deal.
"It's not about the money or necessarily the highest bidder, it is about what is right for Wimbledon, and it is almost impossible for another broadcaster to provide the viewership that the BBC does," a source explained.
The tournament's vast audience stems from its free-to-air platform, with comprehensive coverage spanning BBC One, BBC Two and digital services exceeding what subscription rivals could deliver.
Last year's Championships shattered records with 69.3 million digital video views, while the men's singles final between Jannik Sinner and Carlos Alcaraz attracted a peak audience of 8.8 million across television and online platforms.
BBC Sport director Alex Kay-Jelski highlighted the changing landscape of how audiences engage with the tournament.
The Wimbledon final between Jannik Sinner and Carlos Alcaraz attracted a peak audience of 8.8 million across television and online platforms
| REUTERS"This year's record-breaking digital figures for Wimbledon are testament to the huge appeal of the sport among audiences and the power of digital innovation to bring both new and existing fans closer to the action than ever before," he said.
Any final agreement is expected to be delayed until a new director-general takes charge at the corporation following Tim Davie's departure in November.
The board is currently preparing to appoint his successor.
The BBC's connection with the Championships stretches back a century, beginning with radio commentary in 1924 before television coverage launched in June 1937.
TNT currently retains rights to broadcast highlights and both finals live.