The first of a trio of major UK tennis tournaments in June starts on Saturday, backed by Viking cruise line.
The ocean and river cruise operator was unveiled as the new title sponsor of this year’s LTA summer grass court events in Nottingham, Birmingham and Eastbourne.
The roll-out of high-profile ATP and WTA events begins with the Viking Open Nottingham, starting on Saturday (5 June) and featuring Andy Murray and Johanna Konta, followed by the Viking Classic Birmingham beginning 12 June and Viking International Eastbourne starting on the 19th.
Viking is already known for its Known for its support of cultural institutions including the Royal Academy of Arts, Highclere Castle, the British Museum and the RHS, but this is one of its first major sports sponsorships.
The partnership grants Viking both naming and extensive branding rights across the three tournaments, which returns this year following last year’s cancellation due to the COVID-19 pandemic.
Through the partnership, Viking will also sponsor Seniors Tennis and will offer free tennis lessons to over 50s and Viking guests through local tennis clubs.
Richard Daish, LTA marketing and commercial director, said: “Our events in Nottingham, Birmingham and Eastbourne always provide world class, exciting tennis and are the perfect shop window for our sport in the lead up to Wimbledon. We’re very pleased to have Viking support them through this partnership.”