Nature Valley is set to become the title sponsor for the Lawn Tennis Association’s (LTA) Big Tennis Weekends initiative.
As part of the brand’s ongoing partnership with the LTA, the weekends are designed to attract new participants to the sport and offers free open days at tennis venues across the UK.
Nature Valley’s sponsorship will run from May, with an investment in a country-wide marketing campaign and free promotional materials for clubs and tennis venues.
More than 1,000 venues took part last year, with 43,000+ people trying tennis as result. Almost half of participants went on to join their local tennis club.
Kat Jones, marketing manager at Nature Valley, said: “We are excited to continue our journey with the LTA and our increased support of the Nature Valley Big Tennis Weekends will help make tennis more accessible to people across the country. Our brand ethos is all about encouraging people to get outdoors in nature and we look forward to fueling large scale tennis participation over the next two years.”
Scott Lloyd, chief executive of the LTA, added: “We’re thrilled Nature Valley will be the title sponsors for our Big Tennis Weekends. The LTA’s vision is to open up tennis in Britain to anyone with an interest, from players of all abilities and backgrounds to its millions of fans. We are really proud of the fact that over 300,000 people have taken part in our Big Tennis Weekends to date and with the support of Nature Valley we hope to inspire even more people to pick up a racket this year.”