LTA Announces Major New Sponsorship Deals for 2026 Grass Court Season
The UK’s Lawn Tennis Association (LTA) has secured a series of new sponsorship deals to fund its 2026 grass court season and the lead-up to the Wimbledon Championships. These partnerships, which include Saudi Arabia’s Public Investment Fund (PIF) and global investment organization EQT, are designed to enhance event quality and boost tennis participation across Britain.
How do the PIF and EQT partnerships impact the LTA?
Under a multi-year agreement, PIF and EQT have become official partners of the Queen’s Club Championships, currently known as the HSBC Championships for sponsorship reasons. This move integrates the LTA’s premier warm-up event into a broader global investment strategy for both organizations.
PIF already maintains a significant footprint in the sport as a global partner of both the ATP and WTA Tours, serving as the official naming partner of the ATP and WTA Rankings. EQT’s involvement extends through 2030 as the ATP Tour’s official private markets partner, with activations across Masters 1000, ATP 500, and ATP 250 events.
What is the 2026 grass court schedule?
The LTA’s grass court season features several key tournaments designed to prepare athletes for the grand slam. The Queen’s Club Championships will host the women’s WTA 500 from June 8 to 14, followed by the men’s ATP 500 from June 15 to 21.
Following the events at Queen’s, the Nottingham Open is scheduled for June 13 to 21. The season concludes its lead-up with the Eastbourne Open, running from June 22 to 27.
Which brands are joining the LTA’s hospitality and wellness slate?
The LTA has added five new partners specializing in food, beverage, and wellness for the 2026 season. These deals cover tournaments in Nottingham, Birmingham, Eastbourne, and the Queen’s Club Championships.
Singha, brewed under licence by Shepherd Neame, is the official beer partner for the Queen’s Club, Eastbourne, and Nottingham Opens under a three-year deal. Additionally, Welsh distiller Cygnet Gin will introduce bespoke cocktails, and Pimms will be available at the Queen’s Club Championships.
In the wellness and lifestyle sector, Vital Proteins has signed a three-year deal as the official collagen partner for the Eastbourne Open and Queen’s Club Championships. Walker’s Shortbread is also supporting the Queen’s Club Championships, offering prizes and opportunities for fans to meet brand ambassador Andy Murray.
What happens next for British tennis?
According to Chris Pollard, LTA managing director of commercial and operations, these partnerships are intended to help the organization deliver premium events and widen sport participation. The LTA may use the resulting investment to further develop grassroots activities across Britain.
Spectators could see an increase in experiential activations, such as the bespoke hospitality programs planned by Cygnet Gin. The continued presence of global partners like Vital Proteins, which also partners with the US Open, may further align the LTA’s events with other major grand slam standards.
Frequently Asked Questions
Which tournaments are covered by the new food and beverage partnerships?
The partnerships cover four grass court tournaments: the Queen’s Club Championships, Nottingham, Birmingham, and Eastbourne.
What is EQT’s specific role within the ATP Tour?
EQT is the ATP Tour’s official private markets partner through 2030 and a platinum partner activating across Masters 1000, ATP 500, and ATP 250 tournaments.
Who is the official beer supplier for the 2026 season?
Thai beer brand Singha, brewed under licence by Shepherd Neame, is the official beer partner and supplier for the Queen’s Club, Eastbourne, and Nottingham Opens.
How do these high-profile global investments change your expectations for the 2026 grass court season?