On Advertising: Wimbledon in Style for Marketers, Bringing a Reverent Hush to Their Ads

On Advertising: Wimbledon in Style for Marketers, Bringing a Reverent Hush to Their Ads

- in Tennis
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Evian, a sponsor visible only through its bottles and a logo on a small refrigerator beneath the umpire’s chair, said fealty to Wimbledon’s tastes was paramount.

“It is always our priority to respect and celebrate the famous traditions of Wimbledon in everything we do,” said Bryan Martins, the marketing director at Danone Waters UK & Ireland.

IBM has its logo on court only above a small LED screen that displays the speed of serves and other statistics. A Rolex logo is next to a digital clock on the scoreboard.

“Everything is only ever in context,” Mr. Seddon said.

Ms. Willis praised tournament sponsors for their compliance with Wimbledon’s expectations.

“The thing that I would credit them with the most is that they respect that Wimbledon is the hero brand, and that their role is to help them tell the Wimbledon story,” she said.

Photo

An IBM statistician watches a men’s doubles match on Court 9.

Credit
Ben Rothenberg for The New York Times

Wimbledon installed digital scoreboards on all courts by 2010, but still maintains some Luddite touches for their charms….