AB InBev has purchased ‘official beer’ status for Stella Artois for tennis’ ATP Tour through to 2028.
The latest partnership joins the likes of Wimbledon and Roland-Garros for the beer brand, and will feature on-court brand visibility and product integration in many hospitality areas. Stella Artois will also launch its ‘The Perfect Serve’ content series, which will allow fans to vote for the player with the best serve each month, promoted across ATP Tour and Stella Artois’ social channels.
The brand will also be the ‘official beer’ of the Nitto ATP Finals in Turin, Italy, which are due to take place from 13-20 November.
“Tennis continues to grow globally attracting more fans who love the sport and the premium experiences it provides,” said group CMO Marcel Marcondes.
“This partnership with the ATP Tour and Nitto ATP Finals allows Stella Artois to authentically be part of those fan experiences and highlight a taste worth more through the Perfect Serve programme. This partnership will show tennis is best served with a Stella Artois in hand.”
In April, AB InBev rolled out a fresh campaign for Stella Artois, showing consumers navigating a crowded bar.
