Belgian beer brand Stella Artois has agreed a five-year deal to become the official beer of the Wimbledon tennis championships through to 2018.
Stella Artois was previously the title sponsor of the Queens Club tournament in London that directly precedes Wimbledon – one of tennis’ four grand slams – and it ended a six-year absence from the sport in 2013 by partnering with the BNP Paribas Tennis Classic.
To mark the deal, Stella Artois is rolling out a global television advertising campaign entitled ‘World’s Greatest Events’ in recognition of world-renowned events that the beer is associated with such as golf’s Open Championship, horse racing’s Kentucky Derby and now Wimbledon. The marketing drive will be accompanied by social media promotions using the hashtag #herestoperfection.
Stella Artois was named as the official beer and cider of the Open Championship earlier this year. The financial terms of its agreement with Wimbledon were undisclosed.