The traditional grass court curtain raiser to the Wimbledon championships will this year celebrate its anniversary by staging a special exhibition match between former crowd favourites Boris Becker and Stefan Edberg, staged between the singles and doubles finals and televised live on the BBC.
But is the Stella Artois brand still reaping results? In the features section of sportbusiness.com
London's Stella Artois tennis championships celebrates its 25th anniversary this year - and remains a shining example of a brand exerting complete control over an event.
