The world’s oldest and most widely regarded tennis tournament, the Wimbledon Championships began on June 24 at the All England Club in London and we are already in the final week now.
Moreover, Daniil Medvedev and Novak Djokovic have advanced to Round of 16 already. Notably, Jannik Sinner has had an incredible 2024 season, winning his first Grand Slam championship at the Australian Open and rising to the top of the world rankings.
As powerful as Iga Swiatek has been in her short stellar career, it may be a surprise that the Pole’s highest career finish on London’s grass courts was a quarterfinal in 2023.
On the other hand, Wimbledon has proven to be an uphill battle for Gauff in the past, as she failed to get beyond the Round of 16, but the American may be in for a pleasant surprise this year, with her side of the draw wide open following the withdrawal of No. 3 seed Aryna Sabalenka before to the start of the event.
With such elite seeds playing, the competition is guaranteed to be another fan favourite. As the oldest and most well-known tennis event, the organisers have secured significant sponsorship arrangements for the 2024 edition.
Wimbledon focuses heavily on forging long-term mutually beneficial relationships with blue-chip businesses rather than explicitly commercialising the grounds, as it happens in other sports.
In terms of commercialization, the competition follows a standard path. The event does not use LED boards or other modern advertising strategies, and it only accepts companies that are either essential for the tournament’s staging or increase the quality of service.
Wimbledon also welcomes partners who are mainly from the beverage field. As stated earlier, the event is highly historic in its own right, and when businesses from certain beverage industries participate, it benefits the traditional audiences in the stands as well. Another point to mention here is that Wimbledon partners are also selected based on the facilities offered by the brand.
Brand awareness, social impact (to be seen doing well financially) and fan engagement (especially alcohol brands) are the prime reasons brands sponsor tennis grand slams. Let’s look at the Wimbledon 2024 sponsors.
Official Timekeeper: Rolex
Rolex, headquartered in Geneva, Switzerland, is a Swiss watch manufacturer. Hans Wilsdorf and Alfred Davis founded Wilsdorf and Davis in London in 1905, and the company registered Rolex as the brand name for their watches in 1908 before changing its name to Rolex Watch Co. Ltd. in 1915. In 1978, the Swiss watchmaker became the official timekeeper for the sport’s oldest and most prestigious championship.
Official Ball Partner: Slazenger
The British sports equipment firm Slazenger is operated by the Frasers Group. The company was started in 1881 as a sports goods store on Cannon Street in London by Ralph and Albert Slazenger. In 1959, Dunlop Rubber acquired Slazenger, whereas in 1985, BTR acquired Dunlop.
Official Information Technology Partner: IBM
With its headquarters in Armonk, New York, IBM is a multinational technology company. Founded in 1911 as the Computing-Tabulating-Recording Company (CTR), the company changed its name to IBM in 1924. IBM, one of the largest IT companies globally, operates in more than 170 countries.
Official Champagne Partner: Lanson
Founded in 1760, Lanson is the fourth-oldest Champagne House. Its unique and genuine flavour is supported by four constant pillars: careful Cru selection, traditional Champagne vinification, a small group of reserve wines, and prolonged cellar maturation.
Official Outfitter Partner: Ralph Lauren
The Ralph Lauren Corporation leads the industry in the design, marketing, and retailing of upscale lifestyle products in five distinct categories: apparel, home goods, accessories & shoes, fragrances, and hospitality.
Official Water Partner: Evian
The French firm Evian derives its mineral water from many sites around Évian-les-Bains, situated on the southern edge of Lake Geneva. Evian is currently owned by the multinational French corporation Danone.
Official Coffee Partner: Lavazza
Lavazza, an Italian firm, develops coffee-related products. Luigi Lavazza founded the company in Turin in 1895, and it was first run from a small grocery store on Via San Tommaso 10. The third and fourth generations of the Lavazza family presently oversee the business.
Official Car Partner: Jaguar Land Rover
Land Rover is a British luxury car company that is a division of Jaguar. It is noted for making premium four-wheel drive, off-road capable SUVs. Since 2008, the firm has been a subsidiary of Tata Motors.
Official Partner: Pimm’s
Pimm’s is a fruity spirit-based gin. It’s a particularly British cocktail made by infusing gin with a botanical combination, caramelised orange, and toasty spices.
Official Payment Partner: American Express
American Express Company is a global financial services company headquartered in the United States focused on payment cards. It is one of the globe’s most valuable organisations, headquartered in New York City, and one of the Dow Jones Industrial Average’s 30 components.
Official Hospitality Partner: Keith Prowse
Leading the hospitality sector in the UK, Keith Prowse has professional appointments all across the country. Keith Prowse is a component of Compass Group UK & Ireland’s Levy UK, which is the sports, leisure, and hospitality subsidiary. Keith Prowse has been the official hospitality provider of Wimbledon for nearly 40 years, from 1982, and the only official hospitality partner since 2019.
Official Gin Partner: Sipsmith
Sipsmith is a microdistillery headquartered in London. It is the first copper-pot distillery developed in Greater London in nearly two centuries. Moreover, it has served as a Beam Suntory partner since December 2016.
Official Connectivity Partner: Vodafone
Vodafone Group is a global telecommunications company headquartered in the United Kingdom. The business’s registered address and worldwide headquarters are in Newbury, Berkshire, England.
During the Wimbledon, Vodafone will leverage its connection capabilities and the potential of 5G to improve the Tennis experience for fans by using the newest developments in Augmented Reality, Virtual Reality, 360, haptic, and IoT technology to thrill and bring them closer to the action.
Official Stringer, Tennis Racket, Shoe and Sport Bag Partner: Babolat
Babolat is a French tennis, badminton, and padel equipment company based in Lyon. It is well-known for its strings and tennis racquets, which are used by amateur as well as professional players throughout the globe. In 2022, Babolat became The Championships’ official racket service partner, signalling a shared commitment to provide innovation to Wimbledon athletes.
Official Banking Partner: Barclays
Barclays is a large global supplier of financial services, including wealth management, corporate and investment banking, credit cards, and retail banking. Barclays transfers, lends, invests, and secures funds for over 48 million customers and clients globally.
Official Beer Partner: Stella Artois
Stella Artois is a Belgian pilsner beer created in 1926 by Brouwerij Artois in Leuven. The beer’s standard ABV is 5.2 percent, the national norm for pilsners. The alcoholic beverage is also available in other countries, including the United Kingdom, Ireland, Canada, and Australia, where it has a lower ABV.
Official Airline Partner: Emirates
Emirates is an award-winning global airline that operates the world’s biggest fleet of wide-body Boeing 777 and Airbus A380 aircraft, serving over 130 locations across six continents from its efficient hub in Dubai. The airline has received consumer accolades for its industry-leading services on the ground and in the air, delivered by a dedicated staff from over 160 countries.