Novo serves a branding ace

Novo Nordisk believes it has hit some winners with its tennis sponsorships at Wimbledon over the past couple of weeks.

Novo’s logo could be seen on the shirts of 30 players gracing the grass courts of the All England Club during Wimbledon fortnight, in what Frederik Dahl Bang, Novo’s Vice President, Marketing, Medical and Regulatory (interim) for Europe and Canada, described as “our biggest Wimbledon activation yet – and our first major sports activity in the UK”.

The sponsorships, backed by a campaign called Serving lasting health, are part of a push to find new ways to get Novo and its medicines in the public eye.