Britvic and its squash brand Robinsons is celebrating 75 years as sponsor of Wimbledon this year.
The company has just signed a deal for a further five years of sponsorship, which will be officially announced by Britvic chief Paul Moody at a gala dinner this evening.
TV advertising, a PR campaign and on-pack promotions are all in the pipeline to celebrate the lengthy association.
"Britvic is very proud that Robinsons will continue its long association with Wimbledon," said Moody. "It is part of Robinsons' heritage, as the Championships were the birthplace of Robinsons Barley Water. We look forward to embracing our continued support at Wimbledon and are proud of our achievements over the last 75 years."