Nature Valley extends LTA partnership

Nature Valley has extended its three-year partnership with the Lawn Tennis Association (LTA) to become the new title sponsor for its ATP and WTA events in Nottingham, Birmingham and Eastbourne.

For the next three years, these three grass court events leading up to Wimbledon will be known as the Nature Valley Open in Nottingham, the Nature Valley Classic in Birmingham and the Nature Valley International in Eastbourne.

“At Nature Valley, our vision is to be the world’s most iconic snack bar brand so we are delighted to become the headline partner for such an iconic part of the global tennis calendar,” says Richard Williams, marketing director Northern Europe at brand owner General Mills. “Having more than quadrupled our investment in the sport since we first started in 2016, this elevated sponsorship deal is a demonstration of Nature Valley’s unwavering commitment to British Tennis from the grassroots right to its premier summer events and represents our largest global sports partnership since the 2012 Olympics. Our global brand ethos is about encouraging people to get outdoors into nature and we look forward to fuelling large scale tennis participation over the next three years and helping inspire the tennis stars of the future with an equal ambition to have a Nature Valley bar in every tennis kit in Britain.”

Scott Lloyd, LTA chief executive, added: “We are extremely excited to extend our partnership with Nature Valley into the title sponsorship of three of our iconic summer grass court events at Nottingham, Birmingham and Eastbourne.  Nature Valley has been building on its commitment to the sport and this new partnership extension highlights the tremendous success of the relationship. We both share our goal to get Britain active and healthy.  Nature Valley will continue to play an important role in helping more people play tennis more often and creating more historic championship moments.”