Wimbledon, Robinsons End 86-Year Partnership
The All-England Lawn Tennis & Croquet Club (AELTC), organisers of Wimbledon, have parted ways with drinks company, Robinsons, after an 86-year collaboration.
The partnership between the pair began in 1935 and was the grand slam’s second-longest running partnership, only surpassed by the 120-year collaboration with Slazenger as the tournament’s official ball supplier.
Additionally, the partnership began with a drink consisting of barley, lemon juice and sugar, which was used to hydrate athletes during matches.
According to SportBusiness, the partnership curtailed after drinks company, Britvic, owners of Robinsons, wanted to expand their deal to include Pepsi Max, Gatorade, and Rockstar Energy, but the AELTC had reservations with being associated to other sugary drinks.
Commenting on the partnership, an AELTC statement said: “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 them for the wider role they have played in supporting Wimbledon and tennis across the UK,” it said.
A Britvic spokesperson added: “We can confirm that Robinsons and the AELTC will not be renewing their Wimbledon partnership this year.”
“We are tremendously proud to have been such a prominent partner to this historic tournament for so many years and the wider role we have played in boosting engagement with the game of tennis in the UK,” they said.
The news comes after the AELTC remodelled the Wimbledon honours board by removing the titles in front of female athletes’ names.