Ralph Lauren partners with Wimbledon

US fashion house Polo Ralph Lauren has just entered a global partnership with Wimbledon. According to the contract, the company will become the tennis tournament's first ever official outfitter for the next five years.The agreement is a coup for Polo Ralph Lauren, who is forging ahead in the sports arena. Last year, it became the apparel sponsor for another Grand Slam event, the US Open, until 2008. And last month it began sponsoring rising LPGA golf star Morgan Pressel.

"We are definitely building up our sports marketing, but we do it our way," David Lauren, senior vice president of advertising, marketing and corporate communications for Polo, said in an interview with WWD. "We are not Nike, nor do we want to be. The main goal is for to be integral for an event. It can never be that we are just a sponsor. We are very careful about what we do and we take our time and make sure it feels right."

The company will be the first in the tournaments 129 year history to create all the outfits for on-court officials, including chair umpires, line umpires and ball persons.

With Wimbledon's history in mind, the designer created a range of clothing that is classic, elegant and contemporary, with navy blue and cream as the tournament's colours.

"I have long been inspired by the rich heritage and traditions of England," said chairman and chief executive Ralph Lauren, whose ad campaigns have often recalled the lifestyle of the British aristocracy. "I am thrilled to be partnering with the All England Club/Wimbledon and playing a major role in such a historic sporting event."

Although the company has declined to reveal details of the deal, David Lauren said that the sponsorship is costing Polo less than $10 million (£5.76 million).

The Polo Ralph Lauren Wimbledon Collection will be sold at select retail stores, including Ralph Lauren stores and online via the company website. David Lauren told WWD that this sponsorship is important for the company to build its international presence and to boost its European division. "We are working with stores such as Harrods, who will feature the collection in special in-store shops," he said. "We are a global company and our European business is critical to our success."

The partnership will start with this year's Championship.