LTA signs Fever-Tree for title sponsorship

20 Mar 2018

By: Sport Industry Group

The traditional pre-Wimbledon grass court tournament at The Queen’s Club is to be renamed the Fever-Tree Championships after the Lawn Tennis Association (LTA) agreed a three-year deal with the premium mixer drinks company to title sponsor the event.

Fever-Tree follows Stella Artois and Aegon as only the third title sponsors of the tournament at The Queen’s Club in the last 40 years. To mark the launch of the Fever-Tree Championships, a special edition ‘Championship G&T’ will be sold at the event.

The Fever-Tree Championships will take place 18th-24th June. Three of the world’s current top four ranked players - Rafael Nadal; Marin Cilic; and Grigor Dimitrov - have announced their intention to compete. They join Andy Murray, who hopes to launch his comeback at a tournament that he has won a record five times. Further players will be revealed in the weeks to come.

The event will be covered throughout by BBC television, radio and online, as well as Amazon Prime Video, who will be covering the event for the first time. 

Stephen Farrow, tournament director of the Fever-Tree Championships, said: “This is fantastic news. Fever-Tree is a perfect fit for us - a premium brand known for quality. The Queen’s Club has been the venue for this tournament for more than a century, the Roll of Honour features all-time greats such as Rod Laver, John McEnroe, Pete Sampras, Rafael Nadal and Andy Murray, and this will be the 40th year that the event has been covered by the BBC. As the Fever-Tree Championships, we will be looking to build and improve the tournament experience still further for players, ticket-holders, media and everyone involved with the event."

Scott Lloyd, chief executive of the LTA, said: “We are delighted that Fever-Tree has partnered with one of the most popular events in the summer sporting calendar.  This is a significant and exciting brand association for British Tennis and marks a new chapter in the event’s history. The Queen’s Club has always showcased the very best of British and international tennis and this year the new Fever-Tree Championships will be no exception.”

Tim Warrillow, chief executive of Fever-Tree, said: “The launch of the Fever-Tree Championships marks an exciting and historic moment for Fever-Tree. The annual tournament at The Queen’s Club is already a very prestigious British sporting event and this partnership perfectly reflects our values as a premium brand, celebrating a great summer of sport. Alongside the LTA and The Queen’s Club, we look forward to welcoming tennis fans from across the globe to the Fever-Tree Championships as they come to watch some of the greatest tennis talent in the world.”

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