As tennis fans sit back to enjoy the sport’s global showpiece event, Wimbledon 2023 has proven once again that it has the brand pulling power and headline-generating clout that it always did.
Although 2023 hasn’t quite been the smooth ride organisers might have been hoping for – thanks to atrocious queuing issues, the obligatory Just Stop Oil demonstration and accusations of greenwashing – the tournament remains as lucrative and attractive a proposition for brands as it ever was.
Wimbledon 2023 currently boasts an impressive 15 sponsors – ranging from ‘official ball’ (Slazenger) to ‘official payment partner’ (American Express). The total value gained from these deals after last year’s event was estimated at a sizeable £48.3 million by Business Wire – not too far away from the £55 million it makes in total ticket sales.
So what brand activity has really made their mark on this year’s event?
Raise a glass: Stella Artois secures Pouring Rights with renewed Wimbledon partnership
The All England Lawn Tennis Club renewed its sponsorship deal with Stella Artois this year, solidifying the beer brand as the tournament’s official beer partner.
The partnership, which gives the brand pouring rights during the event, will see Stella Artois’s original, unfiltered and alcohol-free ranges served across the two-week championships.
The beer brand has previously been a partner for several years, but this latest deal comes with the addition of the ‘Perfect Serve Award’, to be fronted by former British-Canadian tennis star, Greg Rusedski.
Castore launches ‘biggest ever’ campaign ahead of bumper sporting summer
British sportswear brand Castore launched a ‘Summer of Sport’ out-of-home campaign, showcasing the wide range of sports that its participates in.
Developed in partnership with creative agency FCB London, the creative is set to be the brand’s biggest campaign to date since it was founded in 2015.
The campaign will look to capture Castore’s involvement in an array of elite sporting events this summer, including The Ashes, Wimbledon and the British Grand Prix at Silverstone.
The brand is perhaps most well known for its sponsorship of British tennis star Andy Murray, and the hero assets will feature an x-ray of his famous metal hip.
Celebrity lobbyists call on Wimbledon to drop Barclays partnership
A range of top celebrity names have called on Wimbledon to end its sponsorship deal with official banking partner Barclays Bank over the financial firm’s extensive links to the oil and gas industry.
Richard Curtis, Emma Thompson and Deborah Meaden among others have lobbied the historic tennis tournament to put an end to its new sponsorship deal with the bank, in protest at its deep-rooted investments within the fossil fuel sector.
The celebrity coalition points out that the deal, worth a reported £20 million a year, could cause long-term damage to Wimbledon’s brand image and reputation.
In an open letter to the All England Lawn Tennis Club’s CEO Sally Bolton, campaigners wrote: “Put simply, Barclays is financing and profiting from climate chaos, and accepting a sponsorship deal from them is an endorsement of these actions.”
Ocean Outdoor brings Wimbledon to the big screen
Ocean Outdoor is presenting live action from Wimbledon across its UK network of digital screens alongside two interactive tennis-themed pop-ups.
Open daily from Monday 3 July to Sunday 16 July, the activation includes a return of the flagship Wimbledon Experience W12, presented in association with Westfield London.
The W12 Ocean activation includes table tennis, a giant Vodafone racket seat embedded in the wall for a photo opportunities and a photobooth where fans can show their support for their favourite player on Ocean’s two large advertising screens in the square.
Vodafone celebrates emotional connections in 2023 Wimbledon campaign
Telecom firm Vodafone launched new integrated campaign #FeelTheConnection, in the run-up to this year’s Wimbledon Championships.
As the tournament’s ‘official connectivity partner’, a range of British tennis stars have been recruited for the campaign as Vodafone brand ambassadors, including Alfie Hewett, Gordon Reid, Emma Raducanu, Jack Draper and Jodie Burrage.
Developed by creative agency Ogilvy, the campaign is spearheaded by two emotional 30-second spots featuring serial wheelchair champions Hewett and Reid, celebrating their triumphs over their disabilities to become elite sportsmen.
The films explore the theme of connectivity through the medium of both men’s close and loving relationships with their parents, and how their support has made them the men they are today.
Wimbledon pays homage to iconic moments in new campaign ahead of 2023 tournament
The All England Club has launched a new integrated campaign ahead of this year’s Wimbledon Championships to drive public anticipation of tennis’ showpiece event.
Spearheaded by a 60-second spot, ‘Always Like Never Before’ celebrates iconic moments that have taken place on the hallowed turf of the All England Club since the tournament was first held in 1877.
Developed by creative agency McCann London, the film features an all-new song created especially for the tournament by hip-hop and electronic producer, composer and DJ, Hudson Mohawke, featuring vocals by GiGi Grombacher.
“You just need to watch one episode of Netflix’s Break Point to understand that we’re at a pivotal moment in tennis. We’re blessed with a raft of new players coming through the ranks, full of passion and hunger, and ready to make their mark on the tour,” Wimbledon marketing and commercial director, Usama Al-Qassab said.
