Wimbledon’s Men’s Singles Final drew a peak audience of 13.3 million viewers this year, providing a captive audience for retailers and brands. The Championships, which this year ran from 27 June to 10 July, remains one of the few sporting events still available on FreeView and is a cornerstone of the traditional British summer time.
The tournament had a limited number of official sponsors, including Robinsons, Stella Artois, Lanson, Evian, Lavazza and Häagen-Dazs. Other brands, synonymous with the event, such as Pimm’s, would likely have hoped to maximise sales through promotions during the tournament.
Was there an uplift in sponsor brands’ promotions for Wimbledon?
Brand View has reviewed the number of promotions of sponsor brands in Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose during the tournament.
The number of promotions on Robinsons’ products was significantly higher during the two weeks of Wimbledon. The number of promotions peaked on 1 July and remained at this level until the last day of the tournament (10 July). The depth of cut was also greatest between 1 July and 10 July, before falling the day after the tournament.
Häagen-Dazs promotions also rose in number following the start of Wimbledon, peaking on 28 June, the second day of the event. The number of promotions remained high from 30 June to 11 July, and then decreased on 12 July. Depth of cut reached its highest point on 29 June during the tournament, but then fell.
Similarly, Lanson promoted a greater number of products during Wimbledon, but decreased the depth of cut offered to shoppers. Lanson had its own ‘Wimbledon’ label champagne on promotion at Ocado throughout this period.
The number of promotions of the Stella Artois range remained steady throughout the Championships. From 13 to 16 June, some 14.6 percent of Stella Artois promotions offered shoppers a chance to win Wimbledon tickets. There was a slight decrease in depth of cut during the event, followed by a further decrease in depth of cut after the event.
Robinsons’ Wimbledon Promotions
Britvic’s Robinsons brand has a strong commercial relationship with Wimbledon that spans over eight decades. Ahead of this year’s tournament Robinsons extended its squash range as part of its ‘A real taste of Wimbledon’ campaign (The Grocer). The soft drinks brand introduced a new Lemon & Pink Grapefruit flavour in one-litre single concentrate format to promote sales.
Robinsons’ website 4 July 2016
Brand View has reviewed the number of promotions of squash brands from 27 June to 18 July in Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
Robinsons was the most promoted squash brand during the Championships, accounting for 41.2 percent of total promotions of squash. The brand also had the greatest percentage of its range on promotion with 72.6 percent.
Following Wimbledon, from 11 July to 18 July, Robinsons still accounted for the greatest number of promotions, but the percentage of its range on promotion fell to 67.9 percent.
Belvoir Fruit Farms, Bottlegreen and Rocks Organic increased the percentage of range on promotion after Wimbledon.
Robinsons focused on heavily promoting its range during Wimbledon, while the majority of its rivals increased the percentage of their range on promotion following the event.
Promotions of spirits brands for Wimbledon
Despite not being an official sponsor of the 2016 event, Pimm’s is the alcoholic beverage most associated with Wimbledon. This year, Diageo amusingly employed Judy Murray as ‘Chief Foliage Officer’ for its Pimm’s brand, following her tweet last year about the ‘foliage overdose’ of mint in her drink at Wimbledon.
Pimm’s was also advertised prominently across retailers’ sites. Tesco used a ‘Game, set & match’ homepage banner on its site that directly referenced Pimm’s.
Tesco website 4 July 2016
Brand View analysed the number of promotions of spirits brands from 27 June to 18 July at Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
Pimm’s accounted for the second highest proportion of total promotions of spirits during Wimbledon and was by far the most promoted brand, with 56.5 percent of its range on promotion.
Following Wimbledon, from 11 July to 18 July, Pimm’s accounted for the highest proportion of spirits promotions. The percentage of the brand’s range on promotion also increased from 56.5 percent to 61.5 percent, perhaps to profit from shoppers planning to enjoy a drink during the heatwave forecast for the weekend beginning 15 July.
Over a year, from 19 June 2016 to 18 July 2016, Pimm’s was the eighth most promoted spirit, which illustrates the impact of Wimbledon on its promotional activity.
Mick Desmond, the All-England Club Commercial and Media Director, stated that the greatest benefit to Wimbledon partner brands was the association with a luxury sporting event.
Robinsons has a long-standing relationship with the tournament and it is by far the most promoted squash brand during the event. Robinsons was credited for its ‘pick one event and go big’ approach in a Brand Agility Index by PR firm Waggener Edstrom Communications.
Pimm’s, despite not being a sponsor, was one of the most significantly promoted brands during the event, capitalising as Mick Desmond stated from its association with the event.
Not all of the sponsors increased their promotional activity during the event, which is perhaps a result of the well-publicised move by supermarkets away from promotions and towards everyday low pricing.
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