A cordial break-up after 86 years: Robinson’s and Wimbledon end partnership
The All England Lawn Tennis Club said the partnership ended, ahem, cordially, and by “mutual agreement.”
The origins of the partnership pre-date the official sponsorship, when a hydrating concoction of barley, lemon juice, and sugar created by a man named Eric Smedley Hodgson was handed out to players and umpires during and, according to some, left in the changing rooms. It was reportedly so popular that Smedley Hodgson was invited back every year.
Unlike almost every other major sporting event in the world, the Championships at Wimbledon have always been extremely prude and discreet when it comes to sponsorships. Rolex, Slazenger, Evian, Ralph Lauren, HSBC, and Robinsons have only been noticeable to those who are looking; advertising hoardings at the championships have never been considered. Nor has anything which interferes with the green, purple, and white of the brand.
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