Wimbledon is said to be one of the most sought-after law tennis tournaments across the globe. Every year it not only attracts celebrities, royals, and politicians across its courts as attendees, but some of the leading brands end up spending a fortune as sponsors. This year seems to have been no different with Wimbledon attracting an array of brands as the 2024 tournament highlights its appeal to blue-chip sponsors, aiming to emphasise a blend of tradition, innovation, and strategic alignment.
Since its founding in 1877, Wimbledon has maintained crucial relationships with brands that provide essential services. For instance, Rolex serves as the official timekeeper, while Range Rover provides transportation services for players and officials.
The tournament’s sponsorships heavily feature brands from the beverage sector, including Lanson (champagne), Evian (water), Lavazza (coffee), and Pimm’s (cocktails). These partnerships play pivotal roles in catering to both players and spectators.
In recent years, Wimbledon has expanded its partnerships into technology and finance. IBM, as the official information technology partner since 1990, manages digital operations, and Barclays, the official banking partner since 2023, supports financial transactions.
Fashion also seems to be integral to Wimbledon, with Ralph Lauren serving as the official outfitter since 2006, providing uniforms that blend tradition with modern design.
Newer partnerships with brands like Sipsmith (gin) and Stella Artois (beer) aim to add cultural elements to the tournament, enhancing the overall experience.
Wimbledon, officially known as The Championships, Wimbledon, is the oldest tennis tournament in the world and is widely regarded as the most prestigious. It has been held at the All England Club in Wimbledon, London, since 1877. Wimbledon is unique among the Grand Slam tournaments for being played on grass courts. The tournament has a long-standing connection with the British Royal Family, with members often attending matches.
Traditionally held over two weeks in late June and early July, Wimbledon is known for its strict dress code, requiring players to wear predominantly white clothing, along with other customs like the serving of strawberries and cream.