Every summer, the world’s most prestigious tennis tournament takes place in London. Last year, Wimbledon attracted a staggering 526,455 guests*. This key sporting event hosts a wide range of luxury sponsors and collaborations, from Evian to Rolex. Beyond official brand sponsors, many food and beverage companies capitalise on the Wimbledon brand and its quintessentially British nature to promote and create new products.
A great example of a company that leans into the traditional flavours surrounding Wimbledon to create new products is M&S. They recently launched strawberries and cream-flavoured items such as mini bites and a viral sandwich which has caused a large amount of discussion online. These summery foods tie in perfectly with Wimbledon’s heritage.
Huel is another example of a brand that has leant into the strawberries and cream flavour associated with Wimbledon to promote its product. This works especially well for its brand as it positions itself as nutritionally complete drinks for gym-goers and health enthusiasts, leaning into the fitness association with Wimbledon.
Food and drink brands can innovate for Wimbledon by leveraging its quintessential British summer presence. Gourmet strawberry and cream desserts, cucumber and mint-infused beverages, or even unique savoury snacks featuring traditional British elements in convenient, picnic-friendly formats would be a great addition to this sporting event. It’s a great opportunity for brands to capture the tournament's festive, elegant and summery vibe in new products. Brands should also consider limited-edition packaging that reflects Wimbledon's iconic colours and imagery to further enhance the consumer experience and create a sense of exclusivity.
As Wimbledon ties in with the British summertime, creating innovative products that play into the tournament and into general picnic culture would be a great way to create hype around new innovative products that appeal to a wider audience not just those interested in Wimbledon. Creating limited-edition packaging and flavours is another way of creating a sense of FOMO for consumers. Shloer recently released a limited edition summer punch. This is an interesting way to tap into traditional Pimms flavours within the alcohol-free sector.
Reference:
https://www.wimbledon.com/en_GB/news/articles/2024-07-26/the_championships_2024_passing_shots.html