The Dewar Cup Aberavon was an indoor tennis event held from 1968 through 1973 and played at the Afan Lido Stadium in Aberavon, Wales as part of the Dewar Cup circuit of indoor tournaments held throughout the United Kingdom.
The Dewar Cup circuitâÂÂof which Aberavon was a stopâÂÂwas used by John Dewar & Sons (the whisky company) not just for promotion but also as a marketing experiment: DewarâÂÂs used printed branding and signage on court walls, balls, and player paraphernalia to test consumer engagement and brand recall in sports settings, effectively making it a branded âÂÂwhisky-circuit.
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