E-Malt.com News article: UK: Lawn Tennis Association and InBev announce end to 30 year sponsorship

The Lawn Tennis Association and InBev UK, producers of the premium lager brand Stella Artois®, announced the end of their successful 30-year association, The Guardian published March 14. The 2008 Artois Grass Court Championship will be the last to carry the Artois name.

The Lawn Tennis Association and InBev UK, producers of the premium lager brand Stella Artois®, today announced the end of their successful 30-year association. The 2008 Artois Grass Court Championship will be the last to carry the Artois name.

The decision to conclude one of the longest sport sponsorships in Britain was taken by both parties by mutual consent. The move is part of the LTA’s new commercial strategy to boost income into British tennis by attracting a sponsor to support a wide range of activities rather than just one tournament.

Roger Draper, LTA Chief Executive, said: “The association with Stella Artois® has been extremely successful and rewarding for British tennis and the LTA is very grateful to InBev for the long-standing support and investment provided over the last 30 years.

“As part of our new commercial strategy we are looking to market the sport as a complete package, rather than as a series of individual events and programmes. Once we explained this new approach, ourselves and InBev both agreed that now is an appropriate time for a change.”

Stuart MacFarlane, President of InBev UK, producers of the country’s number one premium lager Stella Artois®, said: “We have been delighted to support British tennis over such a long period, and are proud to have created and been associated with such a prestigious event as The Artois Championships – a shining jewel in the UK tennis crown.

“The LTA’s decision to expand the sponsorship deal just no longer fitted with our own strategic vision for the brand and so we have, very amicably, agreed to go our separate ways.”

Draper added: “I would like to take this opportunity to thank InBev and Stella Artois® for their substantial investment and commitment to making the tournament at Queen’s one of the very best events in the summer sporting calendar.”


19 March, 2008