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The All England Lawn Tennis Club (AELTC), the organising body for the Wimbledon tennis championships, did not approach the market before signing beer brand Stella Artois as a top-level sponsor in a deal signed this month.
Dutch premium beer brand Heineken has returned as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner.
The Jaguar luxury car brand, has signed as the Official Car Supplier for this year’s Wimbledon tennis championships in a five-year deal.