The UK’s Lawn Tennis Association (LTA) governing body has announced a raft of new sponsorship deals as it prepares for its 2026 grass court tennis season event and run-up to the flagship Wimbledon Championships grand slam.
Under a multi-year deal, Saudi Arabia’s Public Investment Fund (PIF), the country’s sovereign wealth investment vehicle, and global investment organization EQT become official partners of the LTA’s Queen’s Club Championships, known as the HSBC Championships for sponsorship reasons.
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The Queen’s Club Championships serves as a warm-up event for the Wimbledon Championships, with the women’s WTA 500 tournament running from June 8 to 14 and the men’s ATP 500 edition held between June 15 and 21.
The LTA said the new sponsorships will allow it to invest further in the event and other initiatives aimed at increasing participation in tennis across Britain.
The partnerships build on PIF and EQT’s presence in tennis, with PIF already a global partner of both the ATP and WTA Tours. As part of its deals, PIF serves as the official naming partner of the ATP and WTA Rankings.
EQT, meanwhile, was named the ATP Tour’s official private markets partner as part of a deal running through 2030. As an official platinum partner of the tour, EQT is activating across all ATP events throughout the global season, including the top-tier Masters 1000, second-tier ATP 500, and third-tier ATP 250 tournaments.
Meanwhile, the LTA has announced five new food, beverage, and wellness partners for its four grass court tournaments for the 2026 season.
As well as the Queen’s Club Championships, the partnerships cover LTA’s Nottingham, Birmingham, and Eastbourne tournaments.
Under a three-year agreement, Thai beer brand Singha, brewed under licence by brewer Shepherd Neame, has been named the LTA’s official beer partner and official beer supplier to the Queen’s Club Championships, Eastbourne Open and Nottingham Open.
As part of its three-year partnership with LTA, signed in May, Welsh distiller Cygnet Gin will introduce a bespoke cocktail that will be served alongside a wider program of hospitality and experiential activations at the tournaments, while English liqueur brand Pimms will also be available at the Queen’s Club Championships.
Walker’s Shortbread has joined the LTA as an official supporter of the Queen’s Club Championships. As part of the partnership, the biscuit brand will offer exclusive shortbread hampers and chances to win exclusive prizes, as well as an opportunity to meet brand ambassador Andy Murray.
Lastly, wellness brand Vital Proteins joins the LTA’s commercial partnership slate as its official collagen partner under a three-year deal that will see it activate at the Queens Club Championships and Eastbourne Open.
The agreement adds to Vital Proteins’ presence in tennis, having already secured a partnership with the US Open grand slam tournament.
Chris Pollard, LTA’s managing director of commercial and operations, said: “We’re delighted to welcome all our new partners as the 2026 grass court tennis season gets underway.
“These partners help us deliver premium events, invest in activities to widen participation, and ensure that spectators can get the best possible experience wherever they are watching their tennis this summer. The new partnerships show the continued strength of the LTA’s events and tennis as a thriving sport.”
After the Queen’s Club Championships, the Nottingham Open will take place from June 13 to 21, while the Eastbourne Open will run from June 22 to 27.
