FROM RAIN DELAYS TO STRAWBERRIES AND CREAM
HOW STELLA ARTOIS CONTINUES TO EVOLVE ITS WIMBLEDON SPONSORSHIP
Long-term sponsorship often faces the challenge of remaining relevant. Whist consistency builds recognition; audiences can quickly become blind to the same campaign year after year.
Stella Artois has avoided that trap at Wimbledon by continually finding new ways to interpret one of Britains most iconic sporting events. Rather than just showing up as the Official Beer of Wimbledon, the brand has evolved its role within the culture itself.
Looking at the last three years of campaigns reveals a fascinating progression. From responding to a shared tournament experience to celebrating iconic taste profiles to intriguing product innovation.
2024: WHEN IT RAINS, WE POUR
Every Wimbledon fan knows the feeling.
Play is underway, momentum is building, and then the covers come out.
For most sponsors, rain becomes an inconvenience. For Stella Artois, it became the creative idea.
The “When It Rains, We Pour” campaign embraced one of the most recognised aspects of Wimbledon: the inevitable British weather. Stella Artois positioned itself as the sponsor of rain delay offering free pint giveaways whenever rain interrupted play. The campaign even recreated the familiar act of pulling count covers across the grass to reveal its message.
What made the work resonate was its relatability. Rather than focusing on elite tennis culture, Stella tapped into the shared experience that every Wimbledon viewer understands.
The campaign took a moment of frustration into a reason to engage with the brand.
2025: DRESSED FOR WIMBLEDON
Last year, Stella shifted its attention from a moment to a symbol.
Wimbledon’s all-white dress code remains one of its longest-standing traditions. So instead of competing for attention around centre court, Stella Artois decided to embrace the tradition itself.
The “Dressed for Wimbledon” campaign saw the brand release a striking all-white version of its iconic can. A simple idea became the visual centrepiece of the overarching campaign celebrating Wimbledon’s heritage and traditions.
Not only did it deliver immediate recognition, but consumers understood the Wimbledon reference instantly. The focus was entirely on the can, it’s appearance, sporting symbolism and stripped back visual identity.
This wasn’t about changing the product but changing how the product looked to garner attention.
2026: Strawberries and Cream
This year, Stella Artois took its biggest leap yet. Instead of focusing on what Wimbledon looks like, it focused on what it tasted like.
The launch of Stella Artois Strawberries and Cream took the tournament’s most iconic food pairing and transformed it into a limited-edition beer. An unexpected combination that drives talkability.
This wasn’t purely a sponsorship deal but a way of driving product innovation at a moment in time where all eyes are on the brand and when people are seeking novelty whilst enjoying their favourite sport.
A clever play as consumers increasingly seek flavour exploration and occasion-led drinking experiences.
A Clear Evolution
Over the last three years we can see that the brand has progressively moved closer to the heart of the experience. 2024 focused on what happens at Wimbledon. 2025 embraced what Wimbledon looks like and this year it focused on what it tastes like.
What Drinks Brands Can Learn
For drinks brands, the lesson is clear. The strongest sponsorships only visible, they embrace culture.
Stella Artois has demonstrated that successful sponsorship evolves along with consumer expectations. Each year the brand has used a fresh lens to interpret Wimbledon whilst remaining true to its own roots and the tournament’s heritage.
To us, that’s what keeps long-term sponsorship relevant – not changing the story but finding new ways to tell it.