Stella Artois ends tennis sponsorship

Differing business strategies sees brand pull sponsorship after 30 years.
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Stella Artois will end its sponsorship of the Artois Grass Court Championships, according to a report.

As a result of the decision, the 2008 pre-Wimbledon tournament, which will take place at the Queen's Club on June 9th – 15th will be the last one to carry the Artois name, according to Brand Republic.

The Lawn Tennis Association will begin searching for a new sponsor and is expected to give further details on its events and commercial strategy in April. The organisation claims it wants to boost investment in British tennis by finding a sponsor to support a wide range of activities rather than just one tournament.

Robert Draper, chief executive, LTA said: "As part of our new commercial strategy we are looking to market the sport as a complete package, rather than as a series of individual events and programmes.

"Once we explained this new approach, ourselves and InBev both agreed that now is an appropriate time for a change."

Stuart MacFarlane, president of InBev UK, said: "The LTA's decision to expand the sponsorship deal just no longer fitted with our own strategic vision for the brand and so we have, very amicably, agreed to go our separate ways."

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