Stella Artois returns to tennis sponsorship for summer push

Stella Artois is seeking to boost its premium credentials by sponsoring a host of upmarket events this summer.

Stella Artois: seeking to boost premium credentials
Stella Artois: seeking to boost premium credentials

Under the banner of "The Houses of Stella Artois", the top-selling lager brand is sponsoring the BNP Paribas Tennis Classic, a move which marks the first time it has linked with the sport since its split from the Queen’s Club tournament in 2008.

Today (1 May), Stella Artois was unveiled as the official beer and cider partner for MINT Polo in the Park 2013. Under the deal, master draftsmen will promote the serving of the lager in chalice glasses.

This summer, Stella Artois will also take its "house" concept to the Taste Festival in Regent’s Park, the Cannes Film Festival and Screenfields, the outdoor film festival in Manchester.

Phil Pick, the UK marketing manager for Stella Artois, said there would be a renewed focus on the main Stella brand, having focused on 4% and "black" variants in the past few years.

"Our ambition this year is to find ways to talk about the quality credentials of Stella Artois. This isn’t about getting into different sports it’s about trying to find the right pinnacle events," Pick said.

Advertising this year will continue to focus on the serve and the chalice glass.

Pick also revealed that Stella Artois Cidre was now the top-selling premium cider in the off-trade for both the apple and pear categories, outselling Bulmers and Magners.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).