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Stella Artois has a strong connection with tennis, having been the official sponsor of the prestigious Queen’s Club Championships in London from 1979 to 2008 — a tournament that even carried the brand’s name during that period. This partnership solidified Stella Artois’ image with a sophisticated audience, reinforcing values such as elegance, tradition, and quality — traits shared by both tennis culture and the brand’s positioning.

Today, Stella Artois maintains its connection with tennis as the official beer of Wimbledon and through its presence at tournaments like the Miami Open, offering exclusive experiences and awards such as the “Perfect Serve Award.” The brand reinforces its bond with the sport by combining sophistication, tradition, and audience engagement.

Project: Tennis Posters Explorations
Role: Graphic Designer
Agency: Droga5