The All England Lawn Tennis Club (AELTC) has announced a multi-year partnership renewal with a Belgian multinational drink and brewing company, AB InBev for the oldest tennis tournament in the world, Wimbledon.
Following this deal, AB InBev’s Stella Artois will continue serving as the official beer partner of the championships.
Now serving…@StellaArtoisUK returns to #Wimbledon as the Official Beer Partner of The Championships
— Wimbledon (@Wimbledon) June 27, 2023
Stella Artois will provide tennis fans with a distinctive beer experience owing to the collaboration, which grants the brand pouring rights during the competition. At Wimbledon, which takes place from July 3 to 16, 2023, Stella Artois, Stella Artois Unfiltered, and Stella Artois Alcohol-Free will all be provided for fans.
The “Perfect Serve Award” is a thrilling new addition to the Stella Artois and Wimbledon partnership. This new prize will honour the players who serve the ball the best during the course of the two-week competition. Former British-Canadian professional tennis player Greg Rusedski will be the face of the Award in 2023. Rusedski is well known for his distinctive serve technique, and up until 2004, he was the men’s tennis player with the fastest serve.
The Perfect Serve Award will also draw the attention of spectators in the UK and provide them with the opportunity to cast an online vote for the winner. With the contest closing on July 16, 2023, UK voters who cast a ballot will also be considered to win a ‘Perfect Draught’, a draught beer machine to enjoy a ‘perfect serve’ of Stella Artois at home.
Tim Ovadia, Global Vice President of Stella Artois, said, “We are thrilled to be teaming up again with Wimbledon and bringing Stella Artois to the tournament fans. As a brand, Stella encourages consumers to savor moments together and there’s few moments quite as exciting as the annual Wimbledon tournament. We are excited to evolve our partnership and look forward to unveiling new activations for fans both in the Grounds and at home to enjoy.”
The announcement comes at a pivotal time for Stella Artois, which is still committed to giving customers a quality beer experience. With the introduction of Stella Artois Unfiltered, the company’s super-premium beer selection in the UK was increased last year.
Brian Perkins, CEO of Budweiser Brewing Group UK&I, AB InBev’s UK business, said, “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. We believe in the power of sport and beer to bring people together for a future with more cheers.”
Usama Al-Qassab, Marketing & Commercial Director for The Championships, said, “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.”