Robinsons will continue to be the Official Still Soft Drink to The Championships, Wimbledon, for a further five years as leading soft drinks manufacturer, Britvic has renewed its partnership with the iconic sporting event to the end of 2020.
The Robinsons brand has a long association with Wimbledon dating back to 1935, when Lemon Barley Water was first created in the changing rooms at The Championships. The Championships 2015 marks the 80th anniversary of Robinsons’ connection with the world renowned tennis tournament, which is now the second longest sports partnership in history.
Matt Barwell, Britvic’s Chief Marketing Officer, commented: “The extension of Robinsons’ association with Wimbledon is a great example of Britvic’s commitment to investing in our brands.
“We are very proud of the unique history shared between Robinsons and Wimbledon, and as we celebrate the 80th anniversary of the partnership, we are excited to be reaffirming our relationship with one of the most important British sporting events in the calendar.”
Mick Desmond, Commercial Director at the AELTC, added: “At Wimbledon we have always valued the importance of long-term relationships and our partnership with Robinsons has become one of the enduring memories of the British summer. We are delighted to be celebrating both the renewal of the contract and Robinsons’ 80th anniversary with The Championships. ”
To celebrate the landmark anniversary, Robinsons is launching a nationwide campaign which includes a new TV commercial showcasing the special relationship the quintessential British brands share.
2105 has been a milestone year for the Robinsons brand as it was re-launched in the spring with a new range of flavours. Britvic also leveraged the brand to encourage the public to “drink more water” whilst also highlighting that Robinsons is a low calorie option with only five* calories on average in a glass of Robinsons squash.
Demonstrating its commitment to promoting healthier lifestyles, Britvic made the decision as part of the re-launch to only produce and sell Robinsons No Added Sugar squash for the UK market, which is expected to remove 6.9 billion calories from the soft drinks market.
The Championships, Wimbledon, runs from 29 June to 12 July 2015.
*Based on a 250ml diluted serve of an average of all flavours