The All England Lawn Tennis Championships, known as Wimbledon, is underway in Southwest London and will run across the next two weeks.

It is one of the high points of the British sporting summer season and in sponsorship terms alone it attracts an estimated €45 million, making it the most valuable tennis tournament in the world.

Over the course of the tournament, we are looking at how some of the major brands involved, from Evian to IBM and Ralph Lauren to Stella Artois are activating their partnerships in 2021.

The latest campaign this morning is Ralph Lauren Polo who have been official outfitters to the Championships since 2006.

The most evident aspect of the partnership is that Ralph Lauren creates the uniforms worn on each court every day by the umpires, staff and ball boys and girls.

Uniforms

They first got involved in 2006, prior to which the uniforms had been pragmatic first with style only as an occasional add-on.

The pragmatism remains with the uniforms incorporating factor 40 sun protection and made from material derived from recycled plastic bottles.

There is a crossover appeal to the promotional campaign launched on Instagram in advance of this year’s Championship.

England and Lions rugby star Mario Itoje is one of Ralph Lauren’s main models and he is joined this year by Tottenham Hotspur strike Son Heung-Min and surfer Lucy Campbell pictured above as well for the first time, by League of Legends esports player, Rekkles.

“We are very proud to celebrate 16 years of partnership with Wimbledon,” says David Lauren, son of Ralph and the Chief Innovation and Brand Officer at the company.

“Ralph Lauren and Wimbledon share such similar brand values and codes, each with our own rich traditions and incredible heritage and a sort of timeless elegance – it has been a wonderful match.”

Wristbands from £25, t-shirts from £39 all the way up to a replica Umpires blazer for £799 are available from the official Wimbledon online shop.

 

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