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LTA snacks on General Mills partnership

The Lawn Tennis Association, the sport’s governing body in the UK, has sealed a partnership with consumer foods producer General Mills.

The deal will run for two years, from 2016 to 2017.

Under the agreement, the Häagen-Dazs ice cream and Nature Valley cereal bars will receive a branding presence at British grass-court tournaments such as the Aegon Championships at the Queen’s Club in the build-up to the Wimbledon Championships.

The products will also be available in the player lounges and in the hospitality areas.

“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,” Richard Williams, marketing director for General Mills Northern Europe, said.

“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 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.”