Wimbledon is the world’s most emblematic tennis tournament, known not only for its importance but for the traditions that make it unique.

To capture the conversation and drive love among tennis fans, long-term sponsor Stella Artois proved its commitment to the game by doing something unprecedented: sacrificing its own branding to adhere to the iconic all-white dress code.

Through a 360 campaign, Stella highlighted its respect for Wimbledon traditions, engaging legendary players and using the White Can to tap into key moments of the tournament in real time on Social. The exclusive special edition, only available in the championship grounds, also became highly coveted by attendees and celebrities alike.

Stella successfully became the most talked about sponsor of the tournament, going from a shy 9.9% share of the conversation in 2024 to owning 47.8% of all brand engagement in 2025.