Fever-Tree to sponsor The Queen’s Club tennis tournament

Mixer brand Fever-Tree has announced a three-year partnership with the Lawn Tennis Association which will see it sponsor the annual grass court tournament at The Queen’s Club in June.

Tim Warrillow (left) CEO of Fever-Tree, and Charles Rolls, co-founder and non-executive deputy chairman of Fever-Tree, will not be competing in the event.

This marks the first time that Fever-Tree has been a title-sponsor at a major sporting event. The Fever-Tree Championships will take place this year from 18 to 24 June. Due to compete this year are the current men’s world number two Rafael Nadal, number three Marin Čilić and number four Grigor Dimitrov.

They will join Britain’s Andy Murray who is due to make a comeback after surgery on his hip and the current British number one, Kyle Edmund.

The Fever-Tree Championships will be covered by the BBC on television radio and online, and by Amazon Prime Video for the first time.

A special edition ‘Championship G&T’ is due to be sold exclusively at the event to celebrate the new partnership.

Fever-Tree is also participating in ‘brand activations’ at Lords, The Oval, The Open Golf and Lendy Cowes Week this summer.

Commenting on the partnership, Tim Warrillow, CEO of Fever-Tree, said: “The launch of the Fever-Tree Championships marks an exciting and historic moment for Fever-Tree. The annual tournament at The Queen’s Club is already a very prestigious British sporting event and this partnership perfectly reflects our values as a premium brand, celebrating a great summer of sport.

“Alongside the LTA and The Queen’s Club, we look forward to welcoming tennis fans from across the globe to the Fever-Tree Championships as they come to watch some of the greatest tennis talent in the world.”

Earlier this month, Fever-Tree announced the extension of its low calorie range with eight new expressions on the back of a 66% rise in revenue in 2017. In particular, sales of its original light tonic water more than doubled in the UK last year.

Its results mean that it it is now the number one mixer brand by value in the UK off-trade, ahead of rival Schweppes.

Stephen Farrow, tournament director of the Fever-Tree Championships said: “This is fantastic news. Fever-Tree is a perfect fit for us – a premium brand known for quality. The Queen’s Club has been the venue for this tournament for more than a century, the Roll of Honour features all-time greats such as Rod Laver, John McEnroe, Pete Sampras, Rafael Nadal and Andy Murray, and this will be the 40th year that the event has been covered by the BBC. As the Fever-Tree Championships, we will be looking to build and improve the tournament experience still further for players, ticket-holders, media and everyone involved with the event”.

Scott Lloyd, chief executive of the LTA added: “We are delighted that Fever-Tree has partnered with one of the most popular events in the summer sporting calendar. This is a significant and exciting brand association for British Tennis and marks a new chapter in the event’s history. The Queen’s Club has always showcased the very best of British and international tennis and this year the new Fever-Tree Championships will be no exception.