Jelena Ostapenko's Tesco sponsorship raises eyebrows at Wimbledon

Jelena Ostapenko’s Wimbledon campaign got off to a flying start on Monday – but it was the logo on her shirt that truly stole the show. The former French Open champion, wearing kit emblazoned with the British supermarket chain Tesco, dispatched wildcard Harriet Dart 6-3, 3-6, 6-4 on Court No. 1, smashing 46 winners to Dart’s 13. Her aggressive game left spectators gobsmacked, but eagle-eyed fans were even more stunned by the unlikely sponsor. Social media erupted, with one user writing: “Ostapenko is sponsored by Tesco?!? Ahahaha, that’s the best sponsorship deal I’ve ever seen. Just the concept of Penko picking out a meal deal for lunch every day.” Another added: “Ostapenko and her Tesco live to fight another day.” A third said: “Some great event-specific advertising at this years Wimbledon.” While her partnership raised laughs online, the Latvian faced a hostile reception on court, with spectators jeering and booing her throughout the match. Ostapenko, embracing her role as pantomime villain, said in her post-victory interview: “I know guys, I’m probably not the one you wanted to win, but thanks guys for a very nice atmosphere. Sorry if I was a little bit emotional, but I feel like first rounds are so tough, especially when the opponent is from here.” She added: “It’s funny, I feel like when I play somebody local or somebody the crowd supports, I feel like I’m angry inside in a good way. I want to prove wrong that you’re not supporting the right person. I feel like I want you guys to support me in the next match!” Ostapenko and her Tesco tennis kit will now compete in the next round.