FAGE fuelling the future with British Tennis

As part of its partnership with the LTA, FAGE will also become the Official Yoghurt Partner across major events, including the Lexus Birmingham Open, Lexus Nottingham Open, HSBC Championships and the Lexus Eastbourne Open. The agreement will also see FAGE become a lead partner of the LTA Youth programme, supporting the pathway designed to help more children enjoy and stay in tennis, regardless of age, gender, ability, disability or background.

In addition to helping drive youth participation, FAGE becomes an Official Supporter of LTA Women and Girls, and a supporter of the LTA’s She Rallies programme to help drive female participation in tennis.

To mark the start of the partnership, FAGE are giving grassroots tennis venues the chance to experience world class tennis at the 2025 HSBC Championships, with tickets being given to clubs and venues who have done exceptional work to grow junior participation. The FAGE yoghurt station will also feature at the HSBC Championships, giving spectators the chance to sample the product and a selection of toppings for themselves.

The partnership builds on FAGE’s existing presence in tennis, having partnered with the US Open in 2024 as the event’s official yoghurt provider.

Andrea Di Martino, Marketing Director at FAGE, said, “Here at FAGE we are always looking for opportunities to be relevant and close to our consumers and to attract new ones, through the promotion of a healthy lifestyle. Tennis in particular is a great fit for our brand as we both stand on strong dedication and passion for excellence, and as our commitment to tennis grows in our markets grows, it was natural to speak to the LTA as we see this as a long-term strategic partnership.”

“This partnership goes well beyond just brand visibility, being a leading partner of LTA Youth and supporter of LTA Women and Girls, and we look forward to working in collaboration with the LTA to develop new projects in the future.”

Chris Pollard, Managing Director of Commercial and Operations at the LTA, said, “FAGE’s commitment to promoting a healthy lifestyle makes them the perfect partner to support our LTA Youth and Women & Girls programmes. We’re delighted to welcome them as the LTA’s Official Yoghurt Partner and look forward to working together to continue to grow kids’ tennis in Britain and get more women and girls playing the sport more often.”