The All England Lawn Tennis Club has announced a renewed sponsorship with Stella Artois, solidifying the beer brand as the official beer partner for Wimbledon.
The partnership, which gives the brand pouring rights during the events, will see Stella Artois’s original, unfiltered and alcohol-free range served at the two-week tennis championship.
The beer brand has previously partnered with Wimbledon for several years, but this latest renewed partnership comes with the addition of the ‘Perfect Serve Award’, to be fronted this year by former British Canadian tennis player, Greg Rusedski.
The new award will recognise players who deliver the best serves throughout the two-week tennis event and will also engage fans watching at home by giving them a chance to enter a consumer competition.
The announcement comes at a time when the beer brand has recently expanded its super-premium range in the UK last year, with the launch of Stella Artois Unfiltered.
“Wimbledon is one of the UK’s most iconic sporting events, and we’re proud to bring Stella Artois to the tournament through our partnership with the All England Club,” said Budweiser Brewing Group UK&I CEO, Brian Perkins.
“We believe in the power of sport and beer to bring people together for a future with more cheers.”
The Championships marketing and commercial director, Usama Al-Qassab, commented: “We are delighted to see the return of Stella Artois to our family of Official Partners for The Championships.”
“The relationship between Stella Artois and Wimbledon is long established, and we look forward to this partnership engaging and entertaining our guests this summer.” he added.
