Aegon Inks Deal With Lawn Tennis Association To Be Lead Partner

Netherlands-based insurance company Aegon has reached a five-year deal with the Lawn Tennis Association (LTA) to become the organization's first Lead Partner of British Tennis. The deal will run from '09-2013 (LTA). The LONDON TIMES reports the US$53.6M deal will see Aegon "not only invest in grass-roots tennis but also take on the naming rights" to the ATP Tour event at Queen's Club and the Sony Ericsson WTA Tour events at Eastbourne and Edgbaston. Stella Artois in March withdrew as sponsor of the Queen's Club event after 30 years (TIMESONLINE.co.uk, 9/16). The BBC writes the deal is a "major coup for the LTA during a time when questions hang over some sporting sponsorships because of the financial downturn." ATP Tour player Andy Murray's rise to No. 4 in the rankings, the "popularity of Wimbledon and the potential of Laura Robson, the 14-year-old Wimbledon girls' singles champion, are believed to be contributing factors which have helped persuade Aegon to invest in the sport's future" (BBC.co.uk, 9/16).