Wimbledon ending Robinsons sponsorship deal shows a developing trend in sport sponsorship, says GlobalData

Following the news that Britvic owned Robinson’s partnership with Wimbledon has ended;

Conrad Wiacek, Head of Sport Analysis at GlobalData, a leading data and analytics company, offers his view:

“Wimbledon already has a reputation as being one of the most selective rights holders, and the tournament is, yet again, leading the way in social responsibility.

“The decision to not allow Britvic to promote high-sugar brands such as Gatorade at the Championships speaks to a greater focus on social responsibility across the sports sponsorship industry in general, even at a cost of an 86-year-old deal that brought in $3 million annually from a sponsorship revenue perspective.

“With a water partner already in place with Evian, GlobalData predicts that Wimbledon will enhance its deal with Evian and use the inventory previously used by Robinsons to further develop their relationship with the water brand. With Evian’s deal ending at the end of these Championships, the opportunity to build a deeper relationship between the pair is likely one both will want to take advantage of.”

A 2021 survey by GlobalData highlighted that 40% of UK consumers are actively trying to reduce their consumption of sugar while a third are actively trying to reduce their consumption of salt. Ramsey Baghdadi, Consumer Analyst at GlobalData, noted that manufacturers will need to consider new initiatives to reduce sugar and salt content without drastically affecting taste and price.

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