CHANGING THE GUARD
The Lawn Tennis Association (LTA) went through a number of major changes during 2008 and 2009 and one of those transformations included a major sponsorship deal with insurance group AEGON as the LTA’s lead partner.
Whitestone was charged with creating a lead identity and a series of variations that represented the AEGON partnership across the entire LTA tennis portfolio including schools tennis, talent development, masters and tournaments.
The centre piece of the LTA’s is the AEGON Championships at Queens. Formerly the Stella Artois Championships it was essential that the new branding of the event introduced the new headline sponsor AEGON without alienating audiences attached to the previous branding of the event. The new branding was successfully introduced and AEGON is now achieving significant gains in its brand awareness.