Remembering Robinsons’ best Wimbledon ads as it ends 86-year sponsorship
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 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.”
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Here, we remember some of the best adverts from the historic sponsorship.