Robinsons retains firm Wimbledon association

Robinsons is still the brand most closely associated with the Wimbledon tennis championships by the UK public, according to research from Ipsos MORI, despite adopting a lower-key approach to the tournament.

Robinsons has traditionally worked with famous players, including Britain's former number one Tim Henman, to leverage its sponsorship. However, this year it has declined to work with the latest batch of stars, such as Andy Murray (Marketing, 18 June).

Robinsons was associated with the tournament by 22% of respondents to the Ipsos MORI's survey, which was carried out over the four weeks to 12 June. Next in the list was Slazenger with 6%, followed by Adidas, Dunlop, Ariel, Buxton, IBM and Rolex.

The soft-drinks brand also fared best when respondents were asked to name brands associated with tennis as a whole. Overall, 21% of respondents aged 16-64 associated the brand with the sport, followed by Slazenger (15%), Adidas (13%) and Nike (13%).

Beer brand Artois, which ended its sponsorship of the Queen's Club Championships this year, has only a 4% recognition despite its 30-year title association with the tournament.

This year Robinsons is promoting its tie to Wimbledon through an on-pack promotion using the Robinsons Taste Buddies characters.

Last year, it ran only below-the-line work featuring Tim Henman, who will appear in PR activity this year.

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