The Business Press – June 28, 2023 at 01:30PM
The All England Lawn Tennis Club (AELTC) has announced the renewal of its partnership with AB InBev, a Belgian multinational drink and brewing company, for the prestigious Wimbledon tournament. As part of this deal, Stella Artois will once again serve as the official beer partner of the championships.
This collaboration will offer tennis fans a unique beer experience, with the brand having pouring rights throughout the competition. With Wimbledon taking place from July 3 to 16, 2023, fans will have access to an array of Stella Artois products, including Stella Artois, Stella Artois Unfiltered, and Stella Artois Alcohol-Free.
Excitingly, the Stella Artois and Wimbledon partnership introduces the ‘Perfect Serve Award’ to celebrate the players who exhibit exceptional serving skills during the two-week tournament. Former British-Canadian professional tennis player, Greg Rusedski, renowned for his distinctive serve technique and his status as the former men’s tennis player with the fastest serve, will be the face of the award in 2023.
In addition, spectators in the UK will have the opportunity to participate in an online voting system to determine the recipient of the Perfect Serve Award. The contest will close on July 16, 2023, and UK voters will have a chance to win a ‘Perfect Draught’ draught beer machine, allowing them to enjoy a ‘perfect serve’ of Stella Artois in the comfort of their homes.
Stella Artois Global Vice President, Tim Ovadia, expressed his excitement about the partnership, stating, ‘We are thrilled to be teaming up again with Wimbledon and bringing Stella Artois to the tournament fans. As a brand, Stella encourages consumers to savor moments together, and there are few moments quite as exciting as the annual Wimbledon tournament. We are excited to evolve our partnership and look forward to unveiling new activations for fans both in the Grounds and at home to enjoy.’
This announcement is particularly significant for Stella Artois, as it reaffirms their commitment to delivering a superior beer experience for their customers. Last year, the company expanded its super-premium beer selection in the UK with the introduction of Stella Artois Unfiltered.
Brian Perkins, CEO of Budweiser Brewing Group UK&I, AB InBev’s UK business, commented, ‘Wimbledon is one of the UK’s most iconic sporting events, and we’re proud to bring Stella Artois to the tournament through our partnership with the All England Club. We believe in the power of sport and beer to bring people together for a future with more cheers.’
Usama Al-Qassab, Marketing & Commercial Director for The Championships, expressed delight at the return of Stella Artois as an Official Partner for The Championships. He highlighted the long-established relationship between Stella Artois and Wimbledon and expressed excitement about the partnership’s ability to engage and entertain guests throughout the summer.
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