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Adidas backs Lawn Tennis Association

German sportswear manufacturer Adidas has agreed a partnership with the Lawn Tennis Association, through which it will supply clothing and footwear for British players.

The length of the deal with the LTA, the sport’s governing body in the UK, was not disclosed.

Adidas will provide the official clothing range for the LTA’s Performance Team, which includes Great Britain’s Fed Cup and Davis Cup teams.

The company will also create an official range of British Tennis clothing, which will be sold exclusively through the British Tennis shop. The clothing will be available to the wider British Tennis community, with Adidas planning on providing a customised service to clubs and counties.

Adidas will benefit from sponsorship rights across British Tennis events such as the Fever-Tree Championships, Nature Valley Open, Nature Valley International and Nature Valley Classic. The company’s products will also be available to purchase in the official merchandise store at the Fever-Tree Championships at Queen’s Club.

The partnership will be delivered and serviced by Specialist Sports, which holds the exclusive sales and distribution rights to Adidas tennis products in the UK.

LTA commercial director Barry Moore said: “Adidas has great heritage in the sport of tennis and indeed with the LTA having previously been a partner. It is our aim to ensure that our staff and teams are best equipped to succeed on the tennis court and we have no doubt that Adidas can help us achieve this with great style.”

In other news, the LTA has signed a three-year partnership with fresh fruit and vegetables brand Del Monte. Del Monte will benefit from brand exposure at tournaments such as the Fever-Tree Championships as part of the agreement.

Del Monte will also run on-pack promotions in the UK this summer, with fans to be given the chance to win racket and ball sets, Adidas kits and holidays.