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Wimbledon Sponsorship Reaps Greater Rewards For Long-Standing Deals

Fans of the oldest tennis grand slam differ widely from the sponsors’ typical consumers, and while many may be targeting a new customer base, new partnerships may struggle to match the awareness of decades-old deals. There is no doubt being an official supplier to the Wimbledon Championships is an exclusive club. However, using YouGov’s Profiles and BrandIndex tools, Marketing Week’s analysis shows that the association is more effective for some brands than others.

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