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Ralph Lauren and Polo Invade Wimbledon

Designer Ralph Lauren has scored a major marketing coup by convincing organizers at the prestigious Wimbledon tennis tournament--where changes in tradition occur about as frequently as new monarchs come to the throne--to allow his famous Polo logo a presence on the court. Until this tournament, which begins June 26, Wimbledon officials enforced strict dress code rules for players and officials alike. This year, players will still be required to wear traditional whites, but for the first time ever the 570 umpires, ball girls and ball boys will sport Polo Ralph Lauren shorts, skirts, pants and blazers in navy blue, with both Wimbledon's logo, two crossed tennis rackets, on the shirt sleeve and Polo's pony on a breast pocket or shirt front. The sponsorship is an ace for Polo. Under its five-year contract, which Polo says cost "less than $10 million," the fashion house provides the uniforms and in exchange gets visibility with spectators, a worldwide television audience and access to a greater slice of the European market for a distinctly American brand. "In the 20 years I've been officiating, the uniforms have always been green," says Mike Morrissey, an assistant referee at Wimbledon who is in charge of organizing the umpires. "Just a different color is a big change after being at Wimbledon for so long."

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