Slazenger
Frasers Group · United Kingdom
Slazenger is a British sports brand founded in London in 1881 by brothers Ralph and Albert Slazenger. Owned by Frasers Group, it covers sports equipment for tennis, cricket, golf and other sports as well as clothing and accessories.
| Founded | 1881, London |
|---|---|
| Founders | Ralph and Albert Slazenger |
| Owner | Frasers Group (since 2004) |
| Known for | Wimbledon tennis balls since 1902 |
| Website | slazenger.com |
What is Slazenger?
Slazenger is one of the oldest names in British sport, known above all for tennis. It has supplied the tennis balls used at Wimbledon since 1902, a partnership often described as the longest unbroken sponsorship in sport.
History
Brothers Ralph and Albert Slazenger, from Manchester, opened a shop on Cannon Street in London in 1881 selling rubber sporting goods. The brand made its first golf ball in 1891 and supplied the official match ball for the 1966 FIFA World Cup. Dunlop Rubber acquired Slazenger in 1959, and after several changes of ownership the business was bought in 2004 by Sports Direct International, now Frasers Group.
Products and positioning
- Equipment for tennis, cricket, golf, field hockey and swimming
- Sportswear such as T-shirts, jackets and shorts
- Accessories including bags, watches and sunglasses
Distribution
Frasers Group has licensed the brand globally, extending it into categories such as sunglasses, toiletries and bicycles, alongside sales through the group's own retail channels.
Why it matters
Slazenger shows how a heritage sports name can be repositioned inside a retail group as an accessible own brand, with licensing used to stretch it well beyond its original equipment categories.
Frequently asked questions
Who owns Slazenger?
Slazenger has been owned by Frasers Group, formerly Sports Direct International, since 2004.
Where is Slazenger from?
Slazenger is a British brand that began as a London sporting goods shop opened by Ralph and Albert Slazenger in 1881.