TAG Heuer has added a partnership with the LTA (Lawn Tennis Association) to its list of sporting associations.
A three-year deal has been agreed with British tennis’s governing body that will see the watchmaker appear as official partner and official timekeeper at its programme of summer events.
The 2021 calendar of LTA events is still in flux, with eyes on how quickly the covid situation is resolved, but in a typical year the association supports a network of 11,500 approved tournaments for players of all ages.
The four highest profile events are the grass-court tournaments leading up to The Championships, Wimbledon: the Nature Valley Open in Nottingham, the Nature Valley Classic in Birmingham, the Fever-Tree Championships at The Queen’s Club, London, and the Nature Valley International in Eastbourne.
TAG Heuer’s presence at these high-profile ATP- and WTA-sanctioned tournaments will include a clock tower on the main concourse at each venue, as well as a TAG Heuer match clock.
“We recognise in tennis our own brand values of high precision, high performance and mental strength,” says UK managing director, Rob Diver. “We’re hugely motivated by this partnership and look forward to working closely with the LTA and its world-class tournaments.”
Scott Lloyd, LTA chief executive, adds: “TAG Heuer is a highly respected and prestigious brand so we’re excited to partner with them to help us grow tennis in Great Britain. Our commercial strategy is a key part of how we support tennis across the country, and I’m very pleased to add TAG Heuer to the growing list of high-profile partners we will be working with in 2021 and beyond.”