Online car retailer Cinch is set to become the new sponsor of the Queen’s Club Championships, starting in 2021.
The new four year deal with the Lawn Tennis Association (LTA) will see Cinch replace mixer drinks brand Fever-Tree, which has been the tournament’s sponsor since 2018.
Scott Lloyd, Chief Executive at the LTA, said: “Despite the current economic climate, it is a testament to the popularity and appeal of tennis that we are able to confirm this four-year partnership for one of our leading tournaments.”
Lloyd pledged to work together with Cinch to promote tennis and the tournament to the widest possible audience. “Cinch shares our belief that tennis should be a sport for everyone and we look forward to working with them on opening up the sport to new fans and new players in the years to come.”
The Queen’s Club Championship is an elite ATP 500 event, which traditionally serves as a build up to the Wimbledon tournament.
Cinch Chairman Avril Palmer-Baunac commented: “We’re delighted to have agreed this four-year deal with The LTA as both organisations share a vision of being welcoming and accessible to all.
“The cinch team is looking forward to working closely with The LTA to bring ‘The Cinch Championships’ at the Queen’s Club to the widest possible audience.”
The tennis tournament has signed agreements with a range of new partners recently, including sports equipment manufacturer Dunlop, Gallagher Premiership rugby club Northampton Saints and Andy Murray’s sportswear brand AMC.