The Brand That Scored the Most Digital Attention at Wimbledon Wasn’t Even a Sponsor

Pimm's charms way to top

Headshot of Katie Richards

If you were lucky enough to be at Centre Court at Wimbledon this year, you may have treated yourself to a refreshing Pimm's Cup—the classic Wimbledon cocktail made with Pimm's, lemonade, mint, fruit and cucumber—while you watched Novak Djokovic and Serena Williams win big. 

The drink was so popular that Pimm's was the No. 1 brand associated with this year's tournament across social media and other digital channels, according to data from Amobee Brand Intelligence. Pimm's, which was not an official sponsor for the tournament, managed all the attention without ever mentioning the word Wimbledon, said David Barker, svp and managing director of EMEA Advertising Solutions at Amobee. 

"Pimm's and Wimbledon go together like hot dogs at a baseball game," Barker told Adweek. "The popular drink is a huge part of the Wimbledon culture. It's in the hearts and minds of British people, and Amobee Brand Intelligence detected this high association throughout the tournament, across the Web, mobile and social." 

According to the data, Pimm's beat out official sponsor IBM by 2.5 percent and was ahead of other official partners, including HSBC, by as much as 80 percent.

Amobee attributes some of the success to a tweet from quarterfinalist Andy Murray's mother, Judy Murray, who critiqued the amount of mint "foliage" a bartender placed atop her Pimm's Cup and attached a photo. Pimm's playfully responded to the tweet, telling bartenders to only use the advised number of mint leaves—three, to be precise—for all drinks. 

The brand also tweeted throughout the tournament, using the same playful tone to promote its "Pimm's O'Clock" slogan.  

Check out more Wimbledon data from Amobee Brand Intelligence in the infographic below: 



@ktjrichards Katie Richards is a staff writer for Adweek.