Robinsons End 86-Year Wimbledon Partnership

Robinsons and Wimbledon have ended their 86-year partnership. The news was confirmed by both Robinsons and the All England Lawn Tennis Club. "After more than 80 years, we can confirm that the partnership between the AELTC and Robinsons has come to an end," All England Lawn Tennis Club. The brand's relationship with Wimbledon began in 1935 when Eric Smedley Hodgson gave out a drink to players during the event. The drink, containing Robinson’s barley crystals, lemon juice and sugar, was created to hydrate the players. The drink was so popular that he was invited back to Wimbledon every year to supply the drink. The drink later went into commercial production and became the official soft drink provider for the tennis championships. The sponsorship deal was only surpassed by Wimbledon’s 120-year partnership with Slazenger.