Passing on a British tennis legacy

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Game, set, match

Since 2009, Aegon has been the Lead Partner of British tennis. We’ve supported tennis at all levels from grass roots and junior development through to amateur and professional events, major grass court tournaments and the national Davis Cup and Fed Cup teams. Our partnership with the Lawn Tennis Association (LTA) has supported the aim to get more people playing tennis more often but has also made an impact on our brand awareness in the UK.

Our major grass court events alone have given us a platform to promote our brand on TV - with over 11 million people tuning into the BBC to watch coverage of the Aegon Championships 2016.  This, coupled with extensive press coverage and high levels of engagement through our social and digital channels has enabled us to reach a wide variety of audiences across the UK.

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All of this has been invaluable in building our brand story and has helped UK consumers recognise Aegon. And whilst this is our final year of sponsoring British tennis, we’re proud to be leaving behind a strong legacy for the sport and our brand.

Over the past nine years, we have worked with the Lawn Tennis Association (LTA) to encourage as many people as possible to get involved in the sport. Whether that's playing at your local park, representing your school, watching a local match or cheering on your favourite players at our major tournaments. Unlike other sports, tennis participation in the UK has increased in that time period, and so we feel very lucky to have been part of British tennis history.

We have helped to raise the profile of tennis through a number of initiatives, including the launch of the Aegon Schools Tennis programme in 2009, which has provided schools with tennis equipment and teacher training across Britain.

We’re also very proud of our national teams and what we’ve done to help them get where they are today. The Aegon County Cup series of events has given tennis players of all ages the opportunity to represent their County in competition in national/regional stages. In terms of the big tournaments, the Aegon Championships at The Queen’s Club was named the ATP Tournament of the year by the players for fours year in a row – quite an achievement for all of those involved.

We were immensely proud to help the Davis Cup Squad to victory, and seeing our boys win the trophy was an incredible moment for us all. After a 79-year drought, their 2015 win was definitely a moment that the team here will always remember. It was the most amazing achievement and a team effort that was five years in the making.

Leon Smith is a brilliant captain and kept the team focused as they climbed through the divisions. I will never forget the opening in Ghent when the curtain came down and the crowds roared. The atmosphere was utterly electric. The team’s performance was absolutely staggering and it really was a true privilege to be there and to be part of that history. 

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For nine years, we’ve worked with younger players and supported 3,000 of Britain’s top young players through our Aegon FutureStars programme. We’ve provided them with financial assistance, a range training and sports science support to help them develop their tennis careers, be it as players, coaches or other roles within the sport. It’s great to see previous FutureStars Jo Konta and Kyle Edmund achieve so much success at a professional level.  

We also regenerated over 200 tennis parks across Britain to make tennis widely accessible in local communities and ensure that the sport is affordable for people of all ages and abilities.

While our sponsorship may be over, we are confident that we leave behind a strong legacy and hope we have inspired a generation of future tennis players and enthusiasts.

Our Aegon Schools Tennis programme gave more than half the schools across Great Britain the equipment and teacher training they needed to get more children introduced to tennis. The programme has also helped with significant junior successes across all age groups including junior Grand Slam titles, a junior Davis Cup title and Orange Bowl titles, so we’re pretty happy with what we’ve achieved. 

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While this is Aegon’s final year as sponsor, we’re very proud of what we’ve achieved. It’s been an amazing journey and while we know we have influenced the past nine years of British tennis, we sincerely hope to have played a part in the success of the future of such a wonderful sport.

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