How Polo Ralph Lauren Tailored a Strategic Partnership with Wimbledon
The Story, Partnership, $18.7M MIV And 2025 Marketing Campaign
Few sporting events carry the global prestige and cultural significance of The Championships, Wimbledon.
Founded in 1877, with its pristine grass courts, all-white dress code, and traditions of strawberries and cream, Wimbledon isn’t just a tennis championship, but a celebration of heritage.
Beneath the surface lies a sophisticated brand strategy powered by carefully curated partnerships with luxury brands. Unlike many global sporting events that favour maximal exposure and loud sponsorships, Wimbledon focuses on subtlety and synergy.
Their brand collaborations are purposeful, with each selection made for alignment with the tournament's values of heritage, refinement and excellence.
In today’s case study we discuss Wimbledon’s brand partnerships with a particular focus on their longstanding partnership with the Official Outfitter Polo Ralph Lauren.
All the official partners for the 2025 championships are noted at the end of this case study.
A Strategic Partnership
In a joint statement released on March 8th, 2006, Polo Ralph Lauren was named the Official Outfitter of Wimbledon by the All England Club, marking a historic moment in the tournament’s legacy.
It was also the first time in Wimbledon’s 129-year history that a designer brand was appointed to create uniforms for all on-court officials.
Ralph Lauren, Chairman and Chief Executive Officer, Polo Ralph Lauren Corporation said:
"I have long been inspired by the rich heritage and traditions of England. I am thrilled to be partnering with the All England Club / Wimbledon and playing a major role in such a historic sporting event."
Ian Ritchie, Chief Executive, All England Club Wimbledon further added:
"We are delighted to have entered into this partnership with Polo Ralph Lauren. Wimbledon and Polo share the same non-compromising standards and determination to maintain and enhance the values for which our two brands are famous throughout the world. The Polo brand will bring to Wimbledon the look of timeless elegance, drawing on our rich history and traditions."
Shared Values
This was a tactical move by the tournament, as this partnership highlighted shared values of tradition, formality, and timelessness, and gave Wimbledon even more global prestige by reaching global luxury and lifestyle audiences.
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