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This year, BNP Paribas has entered into a five-year sponsorship agreement with the Lawn Tennis Association to become an official sponsor of British Tennis. This agreement reinforces BNP Paribas' selective global involvement in tennis, as well as raising its brand awareness in the UK market.
As an official sponsor of British Tennis, BNP Paribas will be supporting the whole sport in the UK, as well as specific tournaments. These include a strong brand presence at the LTA international tour events throughout June, most notably during the prestigious AEGON Championships (formerly the Artois Championships), which takes place at The Queen's Club in London from 8th-14th June.
Held in the run-up to Wimbledon and recognised as one of the top 10 tennis events in the world since it was established in 1976, the Championships are consistently supported by the best singles and doubles players of the men's game. Rafael Nadal (ESP) won the 2008 Championships, beating Novak Djokovic to claim his first grass court title.
This strategic partnership with British Tennis will also provide BNP Paribas with the opportunity to promote its brand at the other LTA international tour events in the UK: the Aegon Classic in Birmingham and the Aegon International in Eastbourne.
BNP Paribas has identified tennis sponsorship as one of the most economical and effective ways of building and maintaining its global brand, particularly in countries where the bank is expanding its activities. The UK has always been an important market for BNP Paribas but it was not until last year that the opportunity arose to begin formal discussions to sponsor the sport in this country. BNP Paribas' reputation as the world's No.1 tennis sponsor positions the bank well to fully leverage this support for British Tennis and effectively build its brand awareness in the UK.
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