Viva Cruises has partnered with the tennis players of Wimbledon to bring river cruising to a larger audience.
The river cruise line's logo is appearing on the polo shirts of some of the players competing in the tournament in London, which runs through July 14, in an effort to increase awareness about river cruising overall and market the brand in particular.
Viva said the partnership aimed to attract tennis enthusiasts to European river cruising.
In addition, guests onboard Viva's ships sailing during the tournament will be treated to special Wimbledon-themed programming, including being served traditional English dishes such as strawberries and cream and glasses of Pimm's.
"As the world's top tennis players compete at Wimbledon, we're proud to see some of them sporting our VIVA Cruises brand on their polos," said Andrea Kruse, CEO of Viva Cruises. "Just as our river cruises offer a winning experience, we believe this partnership with players competing during Wimbledon is a match made in travel heaven -- and hope to expand our partnership with them in the future."