As traditional squash brand Robinsons ends its official Wimbledon partnership after 86 years – one of the longest running tie-ups in the history of sports sponsorship – we showcase some of the best activations from the Britvic owned soft drinks brand since it was first invented at the AELTC tournament back in 1935 as a way to hydrate players before moving on to commercial production afterwards.
Sadly, for such a legendary, ground-breaking sponsorship, reports suggest that the alliance finally came to an end after the AELTC was unable to allow Britvic to promote other brands in its UK portfolio (which includes 7-Up, Liptons, Mountain Dew, Pepsi Max, Rockstar and Tango) during the two-week tournament due to its deals with other drinks sponsors and suppliers such as Evian (official water), Lanson (official champagne), Sipsmith (official gin), Pimm’s (official spirit), Lavazza (official coffee)
As a mark of sponsorship respect and a creative celebration, here we showcase our Top 10 activations and commercials from this iconic sports sponsorship.
1981: Ball Boy
1988: Anything Else Isn’t Tennis
1993: Pat Cash
2009: Imagine
2013: Imagine (Worth The Wait)
2014: Imagine (Competition)
2015: Under the Umpires Chair
2015: Ball Hunt
2016: Diversity
2018: Henman Finally Gets His Name On Something At Wimbledon
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