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Robinsons and Wimbledon conclude 86-year partnership | Britvic

Written by Javed Iqbal

Robinsons and Wimbledon has completed their 86-year partnership, one of the longest-running in sports.

The squash brand’s affiliation with Wimbledon dates back to 1935, when a drink with barley, lemon juice and sugar was invented to hydrate the players, by some accounts in the locker rooms of the All England Lawn Tennis Club (AELTC). It was the year the gentlemen’s single was won by Britain’s Fred Perry.

The drink was created by Eric Smedley Hodgson and handed out to players and referees during a visit to Wimbledon, and was so popular that he was invited back every year. He used Robinson’s barley crystals, invented by Matthias Robinson in 1823who later moved the production of barley crystals to Norwich.

The fruit drink went into commercial production and began to appear in bottles on the stairs to the referee’s seat at Wimbledon. Robinsons became the official soda supplier for the tennis championships.

Wimbledon and Robinsons have been closely linked ever since, perhaps as closely as Wimbledon and strawberry and cream, and in 1988, Robinsons launched the slogan “everything else is just not tennis”. The long-standing sponsorship deal was only surpassed by Wimbledon’s 120-year deal with Slazenger, the official ball supplier.

This week, the beverage brand, owned by Britvictweeted: “Robinsons no longer sponsors Wimbledon for fourteen days and this year will celebrate all summer with The Big Fruit Hunt – an interactive opportunity to find virtual fruit and win real prizes.”

AELTC then issued a statement: “After more than 80 years, we can confirm that the partnership between AELTC and Robinsons has ended. We are extremely proud of the historic connection with Robinsons through so many years, and thank them for the broader role they have. the game in support of Wimbledon and tennis throughout the UK. “

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Robinsons was an independent company until it was acquired by Britvic in 1995.

While neither party gave any reason to end the partnership, Britvic reportedly wanted to promote its other products at the tennis tournament, including drinks such as Gatorade, Pepsi Max, Rockstar Energy, J2O and Fruit Shoot. However, the tennis club is believed to have been opposed to being associated with other sugary soft drinks.

Robinsons said it removed any added sugars in 2015.

Robinsons no longer sponsors Wimbledon for fourteen days and this year will celebrate all summer with The Big Fruit Hunt – an interactive opportunity to find virtual fruit and win real prizes.

Visit https://t.co/bnw7qHg0S5 to find out how you can get involved

– Robinsons (@DrinkRobinsons) June 22, 2022

In May, Robinsons became the official soda partner for Hundred, a 100-ball cricket tournament in England and Wales launched last summer.

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Javed Iqbal

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