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 that of Sipsmith who became the official Gin partner of the Championships for the first time this year.

It is perhaps quintessentially Wimbledon that the co-founder of the craft gin creator goes by the name of Fairfax Hall.

“It is a genuine honour to become one of Wimbledon’s exclusive partners,” he said at the time of the announcement.

“We have a shared commitment to quality, integrity, and legacy creation, with people at the heart of all that we do. These values have undoubtedly led Wimbledon to become a pinnacle in international sport, and Sipsmith to have become globally acclaimed as a benchmark for great quality gin.”

Aside from branded facilities around the Wimbledon courts, the brand has also created an ad using its slightly different brand ambassador of Mr Swan and his somewhat back to front definition of partnership.

Perhaps he had one or two too many sips of the Sipsmith.

Here is the ad…



… and here is a behind the scenes look at how the idea was conceived and created by Ogilvy UK.



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