Sports
sponsorship is nothing new and trademarks or brands have been using this
channel of communication for ages, however, there is a new development
gradually emerging in the sports market. More and more brands try to stay as
invisible as possible in relations of declaring itself as a sponsor of the significant
tennis tournament in London and showing off with logo. Instead, they try to
supply Wimbledon and drive in the sporting background in the most natural way.
One of the
popular brands that supported this year’s Wimbledon edition was Pimm’s Cup- the
famous Wimbledon energizing cocktail made from lemonade, mint, cucumber, and
fruit. Without being a sponsor, Pimm’s managed to grab a lot of attention and
to come to be the brand most associated with the tournament on digital media.
