STELLA ARTOIS ~ Reassuringly Expensive
The roots of the Stella Artois Championships were established in 1977, with the support and sponsorship of Whitbread's soft drink brand, Rawlings. However, in 1979, the sponsorship of this week-long men's grass court tournament was replaced by Whitbread's new lager brand, Stella Artois. During the subsequent 26 years, the event has established itself as the start of the London season.

Jolyon Armstrong became Media Director of this event in 1985 and since its inception, the tournament has become known as 'The Stella Artois' throughout the media, including the society pages in such publications as Vogue and Tatler, and has come to reflect the "reassuringly expensive" values of the sponsor's product.

The honour roll of winners includes all the greats of the modern grass court game; John McEnroe, Jimmy Connors, Stefan Edberg, Pete Sampras, Lleyton Hewitt and Andy Roddick. However, probably the most famous of these was the triumph of the unknown seventeen year-old Boris Becker, who won the event in 1985 before becoming Wimbledon's youngest ever men's single's champion aged just 17 years and 207 days.

The Jolyon Armstrong Network continues to provide, organise and co-ordinate the media operation for this prestigious competition. The company's role includes liaising with the sport's media, ATP's on-site co-ordinators, tournament officials and hospitality managers. This enables the facilitation and continuation of the event's prestigious atmosphere and reputation.

To discover more details about the work performed by Jolyon Armstrong Network for this particular client, you can send any comments or questions via email:

• Stella@jolyonarmstrong.net

Wimbledon Champions meet on grass, at last, at the Stella Artois - (23 May, 2006)
Six of the world’s top ten players are among those hoping to contest the singles final at the 2006 Stella Artois Championships, but already assured of ...

Stella Artois Entry List Confirms Best Ever Field - (04 May, 2006)
Six of the world’s top ten players will contest the Stella Artois Championships, June 12-18, after the official entry list today confirmed its stronge ...

Agassi Returns to the Stella Artois - (02 May, 2006)
Andre Agassi will return from a three-month competitive absence to play at the Stella Artois Championships, 12-18th June.Agassi, who turned ...

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