Smart device brand OPPO has agreed a deal with the All England Lawn Tennis Club (AELTC) to become the Wimbledon Championships’ inaugural Official Smartphone Partner, as well as the grand slam tournament’s first Asian partner.
The five-year deal begins with this year’s Championships and adds to OPPO’s sporting portfolio. The company already serves as the official mobile phone partner of Spanish football club Barcelona, as well as the International Cricket Council.
OPPO will seek to use its partnership with the AELTC to expand its presence across the UK and Europe, in line with its ‘Glocal’ globalisation strategy. In turn, the AELTC will leverage OPPO’s presence in key target markets, with a particular focus on China.
Under the agreement, OPPO’s smartphone technology, including the Find X and Reno camera phones, will be used during Wimbledon.
OPPO will also support the broader professional grass-court season and the promotion of the AELTC’s grass-court strategy as part of the deal.
OPPO Vice President Brian Shen said: “The Championships have a strong synergy with our brand values of prioritising innovation and design in our products. We are excited to see our unparalleled camera technology capture the beauty of The Championships this year. We are confident this partnership will further strengthen our expansion plans across the European marketplace and in turn our communication globally.”
Mick Desmond, Commercial & Media Director for the AELTC, added: “OPPO will play a vital role in helping to grow the reach of the Wimbledon brand in Asia, particularly in China, and we are proud to be able to play a similar role in supporting OPPO’s ambitions across the UK and Europe.”
This year’s tournament runs from July 1-14.