Stella Artois returns to Wimbledon as the Official Beer Partner

Posted: June 27, 2023

Today AB InBev, the world’s leading brewer, and The All England Lawn Tennis Club announced a renewed multi-year sponsorship agreement with Stella Artois as the Official Beer Partner of The Championships, Wimbledon. Through the partnership, which gives the brand pouring rights during the event, Stella Artois will bring a unique beer experience to tennis fans. Stella Artois, Stella Artois Unfiltered, and Stella Artois Alcohol Free will all be available at Wimbledon, which runs from 3-16 July 2023.  

Stella Artois previously partnered with Wimbledon for several years, and this renewed agreement comes with the exciting addition of the “Perfect Serve Award”. This new award will recognize players who deliver the best serves throughout the two-week event. The Award will be fronted in 2023 by former British-Canadian professional tennis player Greg Rusedski. Rusedski is renowned for his unique serve style and held the record for the fastest serve in men’s tennis until 2004.

The Perfect Serve Award will also engage fans watching the event throughout the UK– giving viewers the chance to vote online for the winner. By voting, UK voters (18+) will also be entered for the chance to win a Perfect Draft draught beer machine to enjoy a “perfect serve” of Stella Artois at home, with the promotion ending on 16 July 2023.   

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“We are thrilled to be teaming up again with Wimbledon and bringing Stella Artois to the tournament fans,” said Tim Ovadia, Global Vice President of Stella Artois. “As a brand, Stella encourages consumers to savor moments together and there’s 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.” 

The announcement comes at an exciting time for Stella Artois as the brand continues to focus on bringing consumers a premium beer experience. The brand expanded its super-premium range in the UK last year with the launch of Stella Artois Unfiltered, which is now fully established in the super premium beer category, winning the Beer and Cider Product of the year in the UK1.  

Brian Perkins, CEO of Budweiser Brewing Group UK&I, AB InBev’s UK business, said: “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, said: “We are delighted to see the return of Stella Artois to our family of Official Partners for The Championships. The relationship between Stella Artois and Wimbledon is long established, and we look forward to this partnership engaging and entertaining our guests this summer.”

Stella Artois is the #1 best-loved brand in the UK (UK Brand Power QTR 4 2022) and is the #1 brand in the UK off-trade by volume and value (Nielsen). In the on-trade, Stella Artois is #1 Draught Premium Lager excluding the World Lager category (CGA Brand Index 22.04.23).  

News Banner img Usama Al-Qassab, Marketing & Commercial Director for the All England Club and Brian Perkins, CEO of Budweiser Brewing Group UK&I meet at AELTC's Centre Court. (Photo credit: ©AELTC/Thomas Lovelock)

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