With Wimbledon 2025 in full swing, Retail Week puts the spotlight on what retailers and brands are doing to celebrate the British sports tournament this year.

The Championships are in their 138th year in 2025, and nothing quite brings Brits together in the way this annual Grand Slam tennis tournament does.

And while there are classic activations and celebrations year in, year out, there have also been some new additions in 2025 that have excited tennis fans and non-fans alike.

It wouldn’t be a roundup of Wimbledon 2025 in the world of retail without mentioning the Marks & Spencer viral strawberries and cream sandwich, which landed on shelves at the end of last month and has taken the country by storm.

Inspired by the “viral Japense fruit sando”, the M&S special is made with fresh strawberries, whipped cream cheese and sweetened bread and just like any other M&S special, it’s become a sell-out.

So while many are jumping on the bandwagon of the latest sandwich craze, long-serving partners of the tournament including Frasers-owned Slazenger and Ralph Lauren are back celebrating The Championships once again.

Slazenger is celebrating its 123rd year as the official ball partner of the tournament, a partnership which is also the longest in sporting history.

Slazenger unveiled a new campaign for 2025, ‘One Love’, which celebrates “over a century of iconic moments, community spirit and unwavering commitment to tennis”. The campaign is live across London with window and screen takeovers at Sports Direct, Oxford Street and Lilywhites, Piccadilly, until July 18.

Ralph Lauren is also of course back as an official sponsor and outfitter of The Championships and is showcasing another Wimbledon takeover at its Bond Street store.

Another long-serving partner of the tournament is Italian coffee brand Lavazza, which has been a proud partner for 15 years.

Lavazza is also serving up a slice of Wimbledon at its flagship store in Soho to mark the tournament and has transformed the space into a “tennis-inspired heaven”, offering customers a limited-edition, Wimbledon-themed menu.

Further afield, Cardiff based independent fashion boutique Kiti Cymru is also celebrating the tournament with window displays – proving Wimbledon is a hit outside of London too.

With screenings popping up across London including One New Change at St Paul’s and the ‘Strawberries and Screen’ annual activation at Duke of York Square, Chelsea, the tournament cannot be missed.

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