Wimbledon 2025: The Legacy Brands Behind The Championship

Wimbledon isn’t just known for its pristine grass courts and all white dress code; it's equally renowned for the legacy brands that elevate The Championships every year. Conscious of its unique image and character, Wimbledon has focused on creating long lasting, mutually beneficial relationships with blue chip companies that align with their values of tradition and class. Notably, while other Slams might have 20 or more sponsors, Wimbledon intentionally limits its partnerships to maintain its traditional, less commercialised feel.

In an era where sponsorships are constantly changing, Wimbledon has kept to tradition, keeping branding minimal, elegant and meaningful. Not only do these brands support The Championships financially, but they also help to shape the fan experience, digital innovations and the aesthetic of the tournament itself. This year, these brands have stepped up once again by delivering innovative activations whilst also respecting the traditions of the tournament.

Rolex: Timekeeper of Champions.

Rolex has been the official timekeeper of Wimbledon since 1978. As their partnership nears 50 years, we are reminded of their philosophy of excellence, precision and tradition which they share with Wimbledon. In 2025 they released a video campaign, ‘Wimbledon - A moving tradition’, which encompasses everything that Rolex represents at The Championships. Showcasing the grand nature of the tournament by highlighting its steep history, whilst also acknowledging the need to embrace the future.

Slazenger:  The Longest Partnership in Sport.

Slazenger have been Wimbledon's official ball provider since 1902, making them a part of the longest serving partnership in sporting goods history. For the competition, Slazenger will provide 54,250 balls, all of which will be weight, bounce and compression tested before the tournament. This year, Slazenger released a vintage ball tin sold exclusively at the Wimbledon shop, celebrating their 123-year relationship with Wimbledon. Importantly, The Championships cannot be watched without seeing the Slazenger name.

IBM: Digital Backbone of the Tournament.

IBM has been at the forefront of technology at Wimbledon for 35 years. Working with the All England Lawn Tennis & Croquet Club, they provide all the drama and excitement of Wimbledon by turning data from every shot and point into a digital experience for millions of fans around the world. The most renowned activation from IBM is the ‘Likelihood to Win’ feature which allows fans to see the probabilities for each athlete to win in real time. IBM also launched their multilingual AI commentary tool, allowing fans to watch highlights and match recaps in their own language, enhancing accessibility and engagement like never before.

Champagne Lanson:  Toasting Tradition.

Lanson has been closely associated with Wimbledon since 1977, becoming the official Champagne of The Championships in 2001, since which it has become a key part of the Wimbledon experience. It’s estimated that up to 4,000,000 glasses of champagne have been raised at Wimbledon since Lanson’s association with The Championships began. To mark this year’s tournament, Larson released a special edition case for their Le Black Création and Le Rosé Création, featuring the white lines and iconic green courts, paying homage to the immaculate elegance of Wimbledon.

Evian: Hydration With Purpose.

Evian, the Official Water of The Championships, has partnered with Wimbledon since 2008 and with each year they have presented new activations that showcase their brand. Last year, they introduced the refillable water stations around the grounds for spectators, putting sustainability at the centre stage. This year they’ve taken this a step further, replacing their iconic 750ml bottle with a recyclable, refillable version. Additionally, they’ve revealed the new theme for their hospitality suite - Mountain of Youth - which encourages VIP guests to adopt their ‘Live Young’ spirit.

Our Take.

While Wimbledon is steeped in tradition, this year’s partnerships show that relevance isn’t just about making more noise, but about adapting with intelligence and nuance, pushing the boundaries of smart activations. These legacy brands prove that timelessness and innovation aren’t mutually exclusive; they’re most powerful when they work together.