Häagen-Dazs and Nature Valley Sign As Official Partners Of British Tennis

The Lawn Tennis Association) has secured a partnership with two General Mills brands, Häagen-Dazs and Nature Valley cereal bars. The two year partnership will see on-pack promotions and a presence at the series of British grass court tournaments, including The Aegon Championships, at The Queen’s Club.

Häagen-Dazs, The Official Ice Cream of British Tennis, and Nature Valley, The Official Snack Bar of British Tennis, will also be available in the player lounges and in the hospitality experience that is on offer at the grass-court tournaments in the run up to The Championships, Wimbledon.

Speaking on the announcement, Richard Williams, Marketing Director General Mills Northern Europe said: “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.

“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 proud to come on board as the ‘better for you’ snack bar of choice for British Tennis, who share our love for getting outdoors and being active. We are inspired by the LTA’s vision for driving mass participation and a passion for sport at the grassroots level.”