Nature Valley teams up with ATP World Tour Finals

Snack bar brand Nature Valley has agreed a deal with the Association of Tennis Professionals to sponsor the season-ending ATP World Tour Finals event.

Nature Valley will serve as a gold partner and the official snack bar of the men’s tennis showpiece, which this year takes place from November 13-20 at the O2 Arena in London, England.

Nature Valley will benefit from on-court brand exposure during the event, while its new gluten-free Protein range will also be available for spectators to sample at an official fan zone.

“Not only does this partnership enable us to now reach a wider audience and hopefully inspire new consumers and tennis fans to discover our products, it also marks our continued commitment to a sport that shares our passion for inspiring a healthy active lifestyle,” Arjoon Bose, marketing lead for snacking at General Mills, Nature Valley’s parent company, said. “With Nature Valley Protein, we see this association becoming even stronger.”

The ATP World Tour Finals will feature the top eight singles players and doubles teams on the ATP rankings list. Novak Djokovic is the defending singles champion, having defeated Roger Federer 6-3, 6-4 in last year’s final.