Stella Artois signs as Wimbledon’s first beer sponsor

Stella Artois is serving up a flurry of content to celebrate becoming the Wimbledon tennis championship’s first beer sponsor.

Video: Stella Artois “World’s Greatest Events” TV advert

The deal with the All England Lawn Tennis Club runs until 2018 and sees the brand bolster its presence in the sport after it ended a six-year absence in 2013 with a BNP Paribas Tennis Classic tie-up.

A campaign, titled the “World’s Greatest Events”, launches tonight (12 May) to highlight its ties to premium sports – it also sponsors the Open golf championship – spanning 25 markets including the UK, Argentina and the US. A series of 12 “Perfectionist” videos – short films celebrating the craftsmen and women who work behind the scenes to host the “World’s Greatest Events” – will be hosted on an online hub as well as on Stella Artois’ social media channels to support the move.

Additional video will be created during events such as the Kentucky Derby and Cannes Film Festival using hashtag #herestoperfection.

Stella Artois is hoping the campaign lifts its presence at events where affluent customers are likely to attend as it looks for new ways to reinforce its premium positioning beyond the discount-heavy shopping aisles. Last year, the beer brought sponsorship of upmarket events under a unified strategy for the first time.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here