A 115-year-old tale of sport’s surviving sponsorships


Football Club Bayern Munich and Coca Cola have renewed their long-existing sponsorship deal to mark 50 years of the partnership. FC Bayern and Coca-Cola will reach the 50-year milestone of their partnership in the 2018-19 season. Even as this is a long journey together, history of continuous sports-corporate associations is more illustrious and dates back to 1902.

The oldest surviving brand-sport association is between Slazenger and Wimbledon, which dates back to 1902. Here, insidesport.co brings to its readers a glimple of the oldest surviving tie-ups between sport properties and brands.

1 Slazenger – Wimbledon (1902) 
Slazenger has been the official supplier of tennis balls to The Championships since 1902. The deal renewed in June 2015 will run through 2020. Founded in 1877, Wimbledon happens to the be oldest surviving and most prestigious tournament in the history of tennis.

2 Coca Cola-Olympics (1928)
The Coca-Cola Company is the longest continuing sponsor of the Olympic Games. The relationship started way back in 1928 and will continue till 2020 as the Coke brand being the worldwide partner for the Games.

3 Ferrari – Shell (1930)
The technical partnership between automobile lubricant giant Shell and with Scuderia Ferrari dates back to the time when Enzo Ferrari started racing for Alfa Romeo. Now, 87 years later the relationship continues to grows fast and strong.

4 Omega-IOC (1932)
Omega is the first of the IOC’s 13 The Olympic Partner programme members to commit to the Olympic Movement through to 2032. The extension marks 100 years of the brand-Games association since the start of Omega’s relationship with the Olympic Games, which dates back to Los Angeles 1932. Omega has served as official timekeeper at the Olympic Games on 27 occasions.

5 Ford and Geelong Football Club (1935)
In December 2015, Ford Australia celebrated 90 years of association with the Geelong Cats and further extended its sponsorship of the AFL team to the end of 2020, making it one of the longest sports team partnerships in the world.

6 Robinsons – Wimbledon (1935)
The association between The Championship – Wimbledon – and its official squash The Robinsons dates back to1935 and going stronger after 82 years. This is he second oldest continuing sponsorship deal for Wimbledon, only next to Slazenger – the official tennis ball supplier for The Championship.