Aditya ChaudhuriThe Lawn Tennis Association (LTA) has roped in water filtration company BRITA as its Official Water Partner for the 2024 season.
The partnership will see BRITA supply the players, officials, and fans with refillable water bottles as well as install water dispensers at key tournaments, including the Nottingham Open, the Birmingham Classic, the Eastbourne International, and the Queen’s Club Championships.
Scott Lloyd, LTA Chief Executive, commented:
“Environmental changes are impacting tennis at all levels and it’s vital we all play our part to secure the sport for future generations. We are delighted to have BRITA on board, the first ever non-single-use water brand to sponsor tennis in Britain, with this partnership demonstrating the viability of sustainable alternatives for major sporting events and, by taking a huge stride towards eliminating single-use plastic from our events, underlining the LTA’s ambition to be a leader in sport for sustainability.“
David Hall, Managing Director, Brita UK, said:
“A staggering additional 413 million single-use-plastic bottles are predicted to be sold between 2022-2026 as a direct result of marketing tricks, which is why responsible sponsorship in sport is so important; we’re delighted to be supporting the LTA as change makers, as we move to a better and more sustainable future. We have long been campaigning for both households and organisations to make the switch from single-use bottled water to tap or – for those who don’t like the taste – filtered. For this reason, supporting the LTA in their journey is something we’re incredibly excited to be involved in.“
