Wimbledon is often seen as the premiere tennis tournament — played since 1877.

This year, it runs June 30-July 13, airing on ESPN, ESPN2 and ABC, Tennis Channel and various streamers.

Global fans worldwide will be watching the action — and so will Sipsmith, a handcrafted, small-batch gin and the official gin sponsor of Wimbledon.

The brand's campaign, directed by Julia Fullerton-Batten in a cool, restrained English style, highlights the partnership, while targeting gin drinkers 35+.

The tag line — “Looking for a smooth serve every time?” — references the spirit and the sport, both require skill to produce excellence.

The work runs across print, social, digital and point-of-sale channels, in addition to 15-second spots. The media mix also includes airport and trade activations.

Media Bounty handles media planning and buying.

Louise Rudaizky, managing director at Atomic London, said: “We wanted Sipsmith to show up in a way that feels naturally part of British summer culture — a bit witty, a bit stylish and unmistakably Wimbledon. It’s not just about being at the tournament, but capturing the mood that comes with it. We’ve taken those familiar tennis moments and given them a Sipsmith twist, creating something fun, crafted and full of character, just like the gin.”

The agency's client work includes Greater Anglia Trains, Viking Cruises and Hamptons.