Federer swaps Nike for Uniqlo partnership

Wimbledon’s number one seed Roger Federer has announced a new partnership with Japanese clothing company, Uniqlo, ending his association with Nike, which he first signed with in 1994.

The new deal was confirmed on the first day of Wimbledon, when the SW19 favourite arrived for his opening match wearing the new brand’s kit.

However Uniqlo does not make tennis shoes, so it appears likely he will continue to wear Nike trainers.

ATP & Infosys extend partnership

The Association of Tennis Professionals (ATP) has extended its partnership with Infosys until 2020, which will see the two organisations work together to offer further analytics and insights to tennis fans around the world through

The global technology company has been a partner of the ATP, which operates the men’s tennis tour, since 2015, with the latest deal set to see Infosys continue as technology services partner and a platinum partner of the ATP World Tour.

IBM AI to speed-edit Wimbledon clips

Artificial intelligence (AI) is set to play a role in curating highlights footage at this year’s Wimbledon Championships, with the help of the tournament's long-term official digital partner IBM.

For the first time, the global technology giant plans to deploy its Watson AI platform to analyse the emotions of players on court.

The data will be combined with other inputs including movement tracking, crowd noise and match data to identify and edit the best footage.

Häagen-Dazs & Dimitrov launch “Let’s Play”

For the third year running, Häagen-Dazs is returning to the All England Club as the official ice cream of The Championships, Wimbledon, with world number six Grigor Dimitrov on board as an ambassador. 

As part of the campaign, Grigor Dimitrov’s favourite ice cream flavour, Cookies & Cream, is taking on the classic champion, Strawberries & Cream, to discover the number one flavour of the summer.

Johanna Konta joins Naked Smoothies

Britain’s top women’s tennis player, Johanna Konta, has been announced as the latest sporting ambassador for Naked, the smoothie brand from PepsiCo, ahead of the Wimbledon Championships next week. 

The brand is launching a new campaign for 2018, associating Naked with an active lifestyle and the partnership with Johanna Konta further substantiates this message. 


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