LTA Announces General Mills Deals

02 Jun 2016 | tshego

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The LTA (Lawn Tennis Association) has announced a partnership with two General Mills brands, Häagen-Dazs and Nature Valley cereal bars.

The two-year partnership will see on-pack promotions and a presence at the series of British grass court tournaments, including The Aegon Championships, at The Queen’s Club.

Häagen-Dazs, The official ice cream of British Tennis, and Nature Valley, the official snack bar of British Tennis, will also be available in the player lounges and in the hospitality experience that is on offer at the grass-court tournaments in the run up to The Championships, Wimbledon.

James Mercer, commercial director at the LTA, said: “We are extremely excited to welcome two General Mills powerhouse brands to the wonderful sport of tennis. Fans of tennis will be thrilled to know that the iconic favourite flavours of Häagen-Dazs including its newly launched stickbars will be on hand at our major events across the summer season to provide that piece of indulgence as they experience some of the best tennis in the world. Over the busy summer season, we will also continue to run a range of participation programmes specifically designed to get more people playing tennis more often and it is exciting that the world’s most popular snack bar, Nature Valley, is committed to supporting our mission and keeping everyone well-fuelled.”

Speaking on the announcement, Richard Williams, marketing director General Mills Northern Europe said: “Tennis being a much loved and followed sport, not to mention one of the most gender-neutral and transgenerational games the world over and in the UK, was a very synergistic fit for both Häagen-Dazs and Nature Valley.

“Great Britain is the iconic home of grass-court tennis which serves as the perfect complement for an authentic lifestyle brand like Häagen-Dazs as it ties seamlessly into the quintessential British summer season. Our aim is to become synonymous as the luxury ice-cream of British tennis, offering moments of real indulgence to tennis fans and even players at these much loved summer events all the way to Wimbledon.”

Williams added: “For Nature Valley, the LTA partnership is our first ever single-sport partnership outside of North America where the brand has a chequered association with outdoor sports such as golf and skiing. We are proud to come on board as the ‘better for you’ snack bar of choice for British Tennis, who share our love for getting outdoors and being active. We are inspired by the LTA’s vision for driving mass participation and a passion for sport at the grassroots level and excited to play our part in this journey through the entire season. Our dream is to have a Nature Valley snack bar in every tennis kit in Britain and with our new gluten-free Protein range, we are ready to fuel anyone who is looking to go hit it.”