Robinsons and Wimbledon end 86-year partnership

Robinsons and Wimbledon have ended their 86-year partnership, bringing to an end one of the longest-running brand associations in sport.

The squash maker's lemon barley water was first concocted in the dressing rooms of the All England Lawn Tennis Club in 1935 to hydrate players.

The players enjoyed the drink so much that Eric Smedley Hodgson, the inventor behind the drink, was invited back to every game.

The drink then went into commercial production and started appearing by the umpire’s chair, where it has been ever since.

But it has been confirmed that the bottles of squash will not appear at this year's championship.

It brings to an end an iconic partnership, surpassed only by kit maker Slazenger's 119-year link with the tennis major.

In a statement, the All England Lawn Tennis Club (AELTC), said: “After more than 80 years, we can confirm that the partnership between the AELTC and Robinsons has come to an end. 

“We are tremendously proud of the historic association with Robinsons over so many years, and thank them for the wider role they have played in supporting Wimbledon and tennis across the UK." 

The squash brand, owned by Britvic, had become synonymous with the Wimbledon Championships. The longevity of the deal has helped to intertwine two quintessential British brands.

Robinsons has enjoyed on-court branding during the championships every year. However, according to a report in SportBusiness, the partnership had started to fray last year after the two parties failed to agree about the extent of Britvic’s sponsorship rights.

The drinks company had reportedly wanted to promote all of its products, including drinks like Gatorade, Pepsi Max and Rockstar Energy at the championships. However, the tennis club is