After a long long partnership of 86 years, squash brand Robinsons has decided to part ways with Wimbledon. Robinsons became the sponsor for Wimbledon in 1935. However, the brand confirmed this year that they haven’t renewed its sponsorship agreement. They said tweeted that it will no longer be a sponsor of the tournament.
A spokesperson for the brand said, “We can confirm that Robinsons and the All England Lawn Tennis Club (AELTC) will not be renewing their Wimbledon partnership this year. We are tremendously proud to have been such a prominent partner to this historic tournament for so many years and the wider role we have played in boosting engagement with the game of tennis in the UK.”
He continued, “Moving forwards, we will be broadening our summertime reach beyond the Wimbledon fortnight; including promoting an exciting new campaign that will run throughout the whole summer, the Robinsons Big Fruit Hunt.”
Robinsons signed a three-year sponsorship with The Hundred
In confirming the same, AELTC said, “After more than 80 years, we can confirm that the partnership between the AELTC and Robinsons has come to an end. We are tremendously proud of the historic association with Robinsons over so many years, and thank them for the wider role they have played in supporting Wimbledon and tennis across the UK.”
The beverage was founded by Eric Smedley Hodgson. It was distributed to athletes and officials on a trip to Wimbledon; it was so well-liked that he was asked to return each year. He employed Robinson’s barley crystals, which Matthias Robinson created in 1823 and later shifted production to Norwich. The bottles of it started to show up at Wimbledon on the steps leading up to the umpire’s chairs. The soft drink supplier Robinsons then became the official partner of the tennis championships. Wimbledon and Robinsons have been in the association since then. The squash brand signed a three-year sponsorship agreement with Britvic to sponsor the cricket tournament The Hundred, for the 2022 season last month.