Stella Artois is to sponsor Wimbledon’s tennis championships for the fourth year in a row.
The partnership would “drive major sales opportunities across off-trade retail, with incremental grocery sales”, said the AB InBev-owned brand.
It will be accompanied by new Wimbledon-themed packaging across bottled and canned multipack Stella SKUs and 660ml bottles, as well as PoS materials such as front-of-shop displays, branded gondola ends, shelf visibility materials and free-standing display units.
The sponsorship will be boosted by a substantial push featuring TV, experiential, social media, influencer collaborations and out of home activity, with the slogan ‘Serve One to Remember’.
Stella Artois had “become synonymous with The Championships at Wimbledon”, said the brand’s European director Tatiana Stadukhina. “We hope this partnership will drum up even more excitement in the brand and further increase rate of sale throughout the country.”
Sales of Stella Artois lager grew £13.2m (2.7%) to £501m over the past year, driven by a minor boost in average price on volumes down 0.3% [IRI 52 w/e 25 March 2017].