The cancellation of this year’s Wimbledon tennis championships was a blow not only to tennis fans (Dominic Walsh writes). It also robbed Britvic of its annual opportunity to promote its Robinsons squash brand. This would have been the 85th year in a row that it would have been the official soft drink sponsor of the world’s most illustrious tennis tournament.
Robinsons’ association with Wimbledon dates back to 1934, when lemon barley water was first concocted as a refreshing drink to hydrate the players. It is a relationship that evokes strawberries and cream and stripey blazers, but it is a partnership that is founded on hard-nosed commercialism.
Britvic deploys its tennis campaign to keep Robinsons as the No 1 squash and it takes tough decisions when
