Nature Valley signs Konta as ambassador

30 May 2017

By: Sport Industry Group

Nature Valley has announced British female tennis player Johanna Konta, as its first ever UK brand ambassador.

The link-up adds to the cereal bar brand’s involvement in tennis, following its position as the official snack bar of the Lawn Tennis Association (LTA) and official partner of the ATP World Tour Finals in London.

The signing of Johanna Konta marks the start of a major summer of activity to promote grassroots tennis and bring new British consumers into the game.

Last month’s Miami Open saw Konta beat some of the world’s greats and take the biggest WTA title held by any British woman in 40 years and went on to achieve her highest world ranking of #6, making her Britain’s most successful female tennis player since 1977 following their last Wimbledon champion.

Johanna Konta said: “I’m honoured to be Nature Valley’s first-ever ambassador. I’m excited to help it on its journey towards encouraging more people to pick up a racket and get outdoors in nature whether it’s on court or in the park. Nature Valley has a great range of delicious snack bars, especially its gluten-free Protein variety.”  

Richard Williams, marketing director for Northern Europe at brand owner General Mills, said: “We are thrilled to welcome Johanna Konta on board the Nature Valley family. She is a great role model in Britain today and we’re looking forward to being both the official supporter and snack bar of choice for Johanna in her quest for becoming world number one.

“With recent additions to the Nature Valley range, we’ve worked hard to ensure our products meet consumer demand for “better for you” snacking options and our gluten-free Protein range in particular really fit this need of a tasty snack.”

“We have an exciting marketing campaign launching this year to bring to life our British Tennis partnership that will feature Johanna and will serve as a key differentiator in the snacking category to continue driving our growth ambitions.”

Michael Downey, CEO of the LTA said: “Johanna Konta is the biggest women’s tennis star that we have had in Great Britain for a long time and a player who has the potential to rise to the very top of the game. Partnerships are at the very core of our mission to get more people playing tennis more often, and we are delighted to be working with both Johanna Konta and Nature Valley to help achieve this together.”

Earlier this year, Johanna Konta was nominated by the LTA as the lead face for British Tennis summer events and an ambassador for its Tennis for Kids and British Tennis Membership programme.