The UK’s leading sports marketing agency Fast Track has been appointed by the LTA, the governing body for British Tennis and its lead partner, life assurance and pensions company AEGON, to promote the sport over the next two years.
Following a highly competitive pitch, Fast Track has been charged with developing and delivering a substantial PR strategy for the sport, supplemented by first-class event marketing execution.
The PR element will involve promoting British players and tournaments, highlighting the work done within communities and raising awareness of the developments from grassroots right through to the elite end of the game, with the ultimate aim of increasing participation at all levels.
Fast Track will also work to profile and raise awareness of AEGON, the leading life assurance and pensions company, and its contribution to the development of tennis as the new lead partner.
Fast Track will also develop an event marketing programme to drive increased interest in the LTA’s flagship tournaments - the AEGON Championships at Queens, the AEGON Classic in Birmingham and the AEGON International in Eastbourne.
Bruce Philipps, Director of Communications & Commercial at the LTA, said: “We are delighted to have Fast Track working with us to help promote the whole of the sport. As an agency they also understand the value of regional media which will be a major focus for us going forward.”
AEGON UK’s Head of Media Lesley McPherson said: “AEGON’s five year partnership with British Tennis gives us an exceptional opportunity to raise awareness of our brand across a range of media and we are looking forward to working with Fast track to achieve this.”
Fast Track Director of Communications Steve Chisholm said: “The LTA, with their lead partner AEGON, has a tremendous story to tell in how it is revitalising British tennis. The next chapter will concern growing the participation base within the sport and we are delighted to be involved.”
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For further information, please contact:
Rhian Evans, LTA – 020 8487 7118 rhian.evans@lta.org.uk
Lesley McPherson, AEGON UK, 0131 549 3782 lesley.mcpherson@aegon.co.uk
Steve Chisholm, Fast Track – 020 7593 5237 steve.chisholm@fasttrackagency.com
Notes to Editors:
Fast Track
Fast Track is the leading sports marketing agency in the UK.
Fast Track has created world class sports marketing campaigns for a variety of clients across a multitude of sports from football to athletics, rugby to rowing. Fast Track is based in London, Madrid and Abu Dhabi and is part of Chime Communications plc.
AEGON
• In the UK AEGON provides pensions, life insurance, asset management and financial advice to around 2 million customers. AEGON UK has assets under administration of £51 billion and employs approximately 4,900 staff.
• AEGON is one of the world’s leading insurance groups with approximately 30 thousand employees world wide and 40 million customers in the Americas, Europe and Asia. AEGON's revenue generating assets totalled EUR 344 billion at June 30, 2008.
