Robinson and Wimbledon end 86-year partnership


Robinson and Wimbledon have ended their 86-year partnership, one of the longest-running partnerships in sport.

The squash brand’s association with Wimbledon dates back to 1935 when the All England Lawn Tennis Club (AELTC) dressing room created a drink containing barley, lemon juice and sugar to help keep players hydrated, according to some reports. That year Fred Perry from Great Britain won the men’s singles.

Created by Eric Smedley Hodgson and distributed to players and referees during a visit to Wimbledon, the drink was so popular that they were invited back every year. He used Robinson’s barley crystal, invented in 1823 by Mathias Robinson, who later moved the production of barley crystals to Norwich.

The fruit drink went into commercial production and began appearing in bottles on the referee’s seat steps at Wimbledon. Robinson became the official soft drink supplier for the tennis championships.

Wimbledon and Robinson have been closely linked ever since, perhaps closer to Wimbledon and Strawberry and Cream, and in 1988 Robinson launched the slogan “Nothing is more just tennis”. The long-standing sponsorship deal was only surpassed by a 120-year association with Schleanger, Wimbledon’s official ball supplier.

This week, the Britwick drinks brand tweeted: “Robinsons is no longer sponsoring Wimbledon Fortnight and is celebrating all summer this year with The Big Fruit Hunt – an interactive opportunity to discover virtual fruit and win real prizes.”

AELTC then issued a statement: “After more than 80 years we can confirm that the partnership between AELTC and Robinson has ended. We are very proud of the historic association with Robinson over the years and across the UK.” I thank him for the far reaching role he has played in supporting Wimbledon and tennis.”

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Robinsons was an independent company until 1995 when it was acquired by Brittwick.

While neither side gave a reason for ending the partnership, Brittwick reportedly wanted to promote its other products, including beverages like Gatorade, Pepsi Max, Rockstar Energy, J2O and Fruit Shoot, at tennis tournaments. was. However, tennis clubs are believed to be against its association with other sugary soft drinks.

Robinson said she removed any added sugar in 2015.

No longer sponsoring Wimbledon Fortnight, Robinson is celebrating all summer this summer with The Big Fruit Hunt – an interactive opportunity to find virtual fruit and win real prizes.

Visit to find out how you can get involved

— Robinsons (@DrinkRobinsons) June 22, 2022

In May, Robinsons became the official soft drinks partner of Hundred, a 100-ball cricket tournament in England and Wales that started last summer.



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