Here are the official associates / sponsors for this year’s Wimbledon Championships. Let’s take a look at the partnerships that grant these companies branding rights across the tournament’s physical and digital assets.
Slazenger
The Shirebrook-headquartered sports equipment manufacturer has been the Official Supplier of tennis balls to The Championships since 1902, in what is regarded as one of longest partnerships in sporting history. Working with Loughborough University, Slazenger ensures it maintains the highest of standards with each of the 54,250 balls supplied to the tournament this year. Apart from balls, Slazenger is also the supplier of umpire chairs, nets and canvas. The two last renewed their partnership in June 2015.
Robinsons
Robinsons is a fruit drink brand of Hemel Hempstead-headquartered British soft drink producer Britvic. It serves as the Official Soft Drink of the Championships since 1935, where it is deemed to have been born with the invention of the ‘Lemon Barley Water’ flavour. The deal sees Robinsons’ products supplied to the fans, players and staff throughout the course of the tournament. The two last renewed their partnership in June 2015.
Also Read – Wimbledon nets multi-million pound deal with Vodafone
IBM (International Business Machines)
The Armonk, New York-headquartered American tech giant has been the Official Information Technology Partner of The Championships and the All England Lawn Tennis and Croquet Club (AELTC) since 1990. IBM works with the AELTC to provide mobile and digital solutions, which include real-time statistics and unique fan experiences. The two last extended their partnership in a long-term agreement in June 2020.
Lanson
Founded in 1760, the Reims-based Champagne brand has been associated with The Championships since 1977 and serves as the Official Champagne partner of the tournament since 2001. The deal sees Lanson’s offerings made available throughout the tournament, with exclusive Wimbledon-themed bottles also released periodically. The two parties last renewed their partnership in a five-year agreement in July 2018.
Ralph Lauren
The New York-headquartered American fashion company has been the Official Outfitter of all of Wimbledon’s on-court officials since 2006, with the line umpires donning navy blazers and cream-coloured trousers and the ball persons wearing navy polos and sporty skirts or shorts. The partnership also facilitates periodic releases of exclusive Wimbledon-themed clothing ranges around every iteration of The Championships.
HSBC
The London-headquartered British multinational investment bank has been the Official Bank of The Championships since 2008, providing onside banking services to the players, fans and retailers. The partnership sees HSBC also support the Wimbledon Foundation, for which the bank has raised approximately £3m in support of local causes and charitable activities. The two parties last renewed their partnership in July 2018 to run until 2022.
Evian
The Évian-les-Bains-sourced French mineral water brand has been the Official Water of Wimbledon since 2008. The deal sees Evian’s products supplied to the fans, players and staff throughout the tournament. The two parties last renewed their partnership in July 2017 to run until 2022.
Lavazza
The Turin-headquartered Italian coffee brand has served as the Official Coffee to The Championships since 2011. The deal sees Lavazza’s coffee machines installed across various venues throughout the tournament – be it bars, restaurants, corporate hospitality areas, media work rooms, or areas reserved for players and staff. Wimbledon and Lavazza last renewed their partnership in June 2017.
Stella Artois
The Anheuser-Busch InBev-owned Belgian beer brand has been the Official Beer of Wimbledon since 2014. Back when it was announced, the deal kicked off with a marketing campaign called ‘World’s Greatest Events’, which focused on the behind-the-scenes work that went into conducting the Grand Slam events across the world. Apart from supplying The Championships with the pilsner, the deal also features periodic release of limited-edition Stella boxes to coincide with the tournament. The two last renewed their partnership in a three-year agreement that commenced in 2019.
Jaguar Land Rover
The Tata Motors-owned, Whitney-headquartered British luxury automobile company serves as the Official Car Partner to Wimbledon since 2015. The deal sees Jaguar supply a fleet of over 17 vehicles for event operations throughout the course of the tournament. The two also collaborate over several marketing campaigns and digital fan experiences to keep the viewers informed and engaged.
Pimm’s
The Diageo-owned English gin-based fruit cup brand serves as an Official Partner of the Wimbledon since 2017. Already a summertime preference of the English people, the many Pimm’s products have become available across Wimbledon’s many venues – in-ground and elsewhere – under this partnership.
American Express
The New York-headquartered financial services corporation was announced as the Official Payment Partner of Wimbledon in July 2018 in a deal that kicked off in 2019. Apart from providing payment services for all Wimbledon-related activities, the deal also sees Amex’s customers enjoy an abundance of exclusive discounts and fan experience opportunities throughout the tournament.
OPPO
The Dongguan-headquartered Chinese consumer electronics and mobile communications company became the first Asian partner sponsor and also the first Official Smartphone Partner of the Wimbledon Championships in April 2019. The five-year deal sees OPPO’s products put up on display throughout the tournament, with its latest camera phones also employed to capture footage of the action, with the best photos being utilised in the sponsorship’s activations by Wimbledon. OPPO also sponsors the Breakthrough Award, which is given to the young players who go on to have a major coming-of-age tournament.
Sipsmith
In September 2020, the AELTC announced that Sipsmith would become the first-ever Official Gin Partner of The Championships in a multi-year deal that would commence with the tournament’s 2021 iteration. The deal will see the Beam Suntory-owned, London-based microbrewery’s products supplied throughout the tournament. To commemorate the beginning of the deal, Sipsmith has also launched a limited-edition Wimbledon-themed gin, with many more co-branded products and experiences to follow in the years to come.
OTHER ASSOCIATES
Rolex
The Geneva-headquartered Swiss luxury watch manufacturer has been the Official Timekeeper of the Wimbledon Championships since 1978. The deal includes Rolex providing on-court timepieces throughout the tournament, while also including licence for limited-edition Wimbledon-themed Rolex watches.
Keith Prowse
The London-headquartered hospitality services provider’s association with the AELTC dates back to 1982. Keith Prowse was announced as Wimbledon’s exclusive official hospitality provider in October 2017 as extension of an initial five-year deal that would kick in from 2019. To commemorate the extension, Keith Prowse committed itself to working with the Wimbledon Foundation and its causes by donating £5 from each guest booking at The Championships.
Leave a Reply