By Mindi Chahal

There is no doubt being an official supplier to the Wimbledon Championships is an exclusive club. Many sponsors have a long-standing relationship with tennis’s most famous grand slam tournament, but what does this mean for those brands that have new, and arguably weaker, links to the sport? Using YouGov’s Profiles and BrandIndex tools, Marketing Week’s analysis shows that the association is more effective for some brands than others.

Many sponsors do not fit the profile of a Wimbledon fan and only some see brand metrics lift in the wake of the tournament. During the 2014 championship, for example, soft drinks brand Read full story ›

Source: Marketing Week