Nature Valley upgrades LTA partnership after sales uplift

The General Mills snack brand Nature Valley has doubled-down on its Lawn Tennis Association (LTA) partnership.
For the next three years the brand will be the title sponsor at ATP and WTA events in Nottingham, Birmingham and Eastbourne; these have been rebranded as the Nature Valley Open, the Nature Valley Classic and the Nature Valley International respectively.
The brand came into the LTA as official snack bar sponsor in 2016 and, speaking to The Drum last year, marketing head, Arjoon Bose