The governing body of tennis in the United Kingdom (UK), the Lawn Tennis Association (LTA) has announced a new partnership with the leading yoghurt brand, FAGE.
As part of the deal, the brand has become the official yoghurt partner of British tennis.
FAGE’s collaboration with the LTA, in addition to being the official yoghurt partner for the LTA and its major events at the Lexus Birmingham Open, Lexus Nottingham Open, HSBC Championships, and Lexus Eastbourne Open, will additionally see the company become a lead partner of the LTA Youth programme, which aims to help more children enjoy the benefits of playing and staying in tennis, regardless of age, gender, ability, disability, or background.
In addition to promoting young engagement, FAGE has become an official supporter of LTA Women and Girls, as well as a supporter of the LTA’s She Rallies program, which aims to increase female participation in tennis.
To kick off the collaboration, FAGE is giving grassroots tennis venues the opportunity to enjoy world-class tennis at the 2025 HSBC Championships, with tickets going to clubs and locations who have done extraordinary work to increase junior participation. The FAGE yoghurt station will also be present during the HSBC Championships, allowing spectators to experience the product and a variety of toppings for themselves.
The collaboration expands FAGE’s existing tennis involvement, as the company previously served as the official yoghurt provider for the US Open in 2024.
Andrea Di Martino, Marketing Director at FAGE, said, “Here at FAGE we are always looking for opportunities to be relevant and close to our consumers and to attract new ones, through the promotion of a healthy lifestyle. Tennis in particular is a great fit for our brand as we both stand on strong dedication and passion for excellence, and as our commitment to tennis grows in our markets grows, it was natural to speak to the LTA as we see this as a long-term strategic partnership. This partnership goes well beyond just brand visibility, being a leading partner of LTA Youth and supporter of LTA Women and Girls, and we look forward to working in collaboration with the LTA to develop new projects in the future.”
Chris Pollard, Managing Director of Commercial and Operations at the LTA, said, “FAGE’s commitment to promoting a healthy lifestyle makes them the perfect partner to support our LTA Youth and Women & Girls programmes. We’re delighted to welcome them as the LTA’s Official Yoghurt Partner and look forward to working together to continue to grow kids’ tennis in Britain and get more women and girls playing the sport more often.”
