Stella Artois and LTA call time on 30 year deal

Stella Artois has ended its 30-year relationship with the Lawn Tennis Association over strategic differences. The 2008 Artois Grass Court Championship will be the last to carry the Artois name.

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, says: “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, which produces the Stella brand adds: “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.”

The 2008 Artois Grass Court Championships will take place at The Queen’s Club in London between June 9 to 15, 2008

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