Modern Marketing Brand Strategy

Remembering Robinsons’ best Wimbledon ads as it ends 86-year sponsorship

By Jennifer Faull | Deputy Editor

June 24, 2022 | 3 min read

Robinsons has ended its sponsorship of Wimbledon after 86 years – one of the longest running partnerships in sports.

The famed squash was invented at the tournament back in 1935 as a way to hydrate players and went into commercial production shortly after.

However, the Britvic-owned brand has said it will no longer appear at The Championships. “Robinsons is no longer sponsoring Wimbledon fortnight and this year will be celebrating the whole of summer with ’The Big Fruit Hunt’ – an interactive opportunity to find virtual fruit and win real prizes.”

Wimbledon

Wimbledon and Robsinsons end 86-year partnership

Reports suggest the decision to end the tie-up was due to Wimbledon’s reluctance to allow Britvic to promote other brands in its portfolio during the two-week tournament, including Gatorade, Pepsi Max and Rockstar Energy.

The All England Lawn and Tennis Club also the confirmed the split with a statement: ”After more than 80 years, we can confirm that the partnership between the AELTC and Robinsons has come to an end. We are tremendously proud of the historic association with Robinsons over so many years and thank it for the wider role it has played in supporting Wimbledon and tennis across the UK.”

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Here, we remember some of the best adverts from the historic sponsorship.

1981: Ball Boy

1988: Anything else just isn't tennis

1993: Pat Cash

2009: Imagine

2015: Under the Umpires Chair

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