Stella Artois announces fourth year of partnership with Wimbledon Championships

28th June 2017


Stella Artois has announced that it is partnering with The Championships, Wimbledon 2017 for the fourth time.

The sponsorship will be boosted by a 360 fully integrated marketing campaign in the run up to, and during, the tournament. The marketing campaign will include TV, experiential, social media promotion, influencer collaborations, and a strategic out-of-home advertising campaign urging consumers to 'Serve One to Remember'.

On-trade customers are being urged to make the most of their outdoor space by creating a 'Stella Artois Mobile Bar', an additional serving station which will have branded attire for staff and celebratory branded bunting. The company says that this will "provides greater service speed and enhanced consumer experience, allowing for greater sales - when dual stocked, Stella Artois adds more cash to the till when compared to its core competitors.”

A Boost Your Sales Kit will also be available to help to drive rate of service and boost customer experience. Depending on the venue's needs, merchandise includes Stella Artois coasters and bunting, Stella Artois Chalices, chalkboards, and metal bar runners. The company's research shows that Stella Artois Chalices have assisted in delivering sales uplift; outlets that ordered glassware four or more times a year experiences a +13.4% uplift in sales.

An Outdoor Kit will offer Stella Artois-branded heaters and parasols, stacking stools, serve carriers and signage. In addition, Beer Connect supplied by Evolve, a reward available to all outlets who sign up to AB InBev Boost your Business, will provide free Wi-Fi to guests, whilst also generating real-time customer data, so that on-trade customers can learn more about their patrons.

A social media toolkit will help establishments market themselves more effectively. For more information or to participate in the Boost your Business programme, customers should contact AB InBev directly on 020 3150 2120 or

Tatiana Stadukhina, Stella Artois Director Europe, commented:, commented: "Stella Artois has become synonymous with The Championships, Wimbledon. Not only is it seen by on trade consumers as their number one favourite lager brand of choice, but from an on trade perspective it is seen as the perfect accompaniment to watch the oldest and most prestigious tennis tournament in the world.

“We are really excited to bring back the bespoke The Championships, Wimbledon merchandise and Chalices, which help to drive a sales uplift and are loved by consumers. Stella Artois is a favourite with consumers, so we hope this partnership with The Championships, Wimbledon will drum up even more excitement in the brand and further increase rate of sale throughout the country this summer."



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