Anheuser-Busch InBev (AB InBev), the international brewing giant, will continue its long-standing sponsorship of Wimbledon after agreeing to a renewed deal with tournament organizer, the All England Lawn Tennis and Croquet Club (AELTC).

The extension will see AB InBev’s Stella Artois brand retain its role as the official beer partner of the grand slam.

Through the partnership, which gives the brand exclusive pouring rights during the event, Stella Artois, Stella Artois Unfiltered, and Stella Artois Alcohol-Free will all be available to fans at the two-week tournament, which runs from July 3 to 16.

The brand will also have an involvement in a new ‘Perfect Serve Award’ fan engagement initiative, which will recognize players who deliver the best serves throughout the event.

Usama Al-Qassab, marketing and commercial director for the Championships, said: “We are delighted to see the return of Stella Artois to our family of official partners for the tournament.

“The relationship between Stella Artois and Wimbledon is long established, and we look forward to this partnership engaging and entertaining our guests this summer.”

Tim Ovadia, global vice president of Stella Artois, added: “We are thrilled to be teaming up again with Wimbledon and bringing Stella Artois to the tournament fans.

“We are excited to evolve our partnership and look forward to unveiling new activations for fans both in the grounds and at home.”

Other Wimbledon commercial partners include Slazenger, IBM, Pimms, Jaguar Land Rover, American Express, Vodafone, and Barclays.

Recently, the Championships' organizers have struck broadcast deals for this year's edition in the Republic of Ireland and Greece.