What it had to solve
Stella Artois wanted to bring its 'A Taste Worth More' philosophy to tennis's most prestigious stages, not just sponsor them.
The idea
A rooftop bar sculpted from wet Roland-Garros clay that evolves as guests etch their marks into it — red clay as badge of honour
How it works
For Roland-Garros 2026 the brand turned a private Paris rooftop into a clay-covered world with WINK and GUT São Paulo. Guests received custom white Lacoste sneakers before stepping onto the clay; live artists etched into the evolving wet-clay bar; ambassadors David Beckham and Maria Sharapova appeared; watch parties ran with The Ace Club, and the venue hosted the French Perfect Serve Awards, with beers poured by the brand's 600-year-old five-step ritual in the chalice.
What it did
No attendance figures are reported; the installation made the tournament's own substance — clay stains — the souvenir guests took home.
Background
Throughout Roland-Garros 2026, Stella Artois invited guests to the Stella Artois Clay Bar, an immersive rooftop experience inspired by the tournament's iconic red clay courts — part of the brand's commitment to bringing its 'A Taste Worth More' philosophy to tennis's most prestigious stages.
The brand transformed a private Paris rooftop into a fully clay-covered world blending tennis, art, ritual and premium hospitality. At its centre sat a sculpted bar made of wet clay, designed to evolve over the tournament as guests physically left their marks on it. Guests entering received custom white Lacoste sneakers before stepping onto the clay; live artists etched directly into the bar, and ambassadors including David Beckham and Maria Sharapova made appearances.
Global vice president Tim Ovadia framed the point: everyone walks away with 'a legendary badge of honour, the mark of red clay, showing that the taste of Stella is worth sacrificing even the best Grand Slam fashion.' The space also hosted private watch parties with The Ace Club and the French Perfect Serve Awards, where bartenders competed for Draught Master honours.
Why it lands
The medium is the message: a bar you mark, made of the surface that marks players, turns spectating into ritual.
The accessories do the storytelling — white sneakers destined for clay stains make the sacrifice physical.
It layers a six-century serve ritual onto a two-week event, so the brand owns the pacing of the experience.
What you can take
Sponsorship is a commodity; transforming the host venue's own material into your experience is not.
Since then
The activation ran throughout Roland-Garros 2026 as an invitation-only experience; no attendance or sales figures appear in the source.
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