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.

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