Nature Valley nets deal with Barclays ATP World Tour Finals

Snack bar brand Nature Valley has signed a new partnership with the Barclays ATP World Tour Finals.

Nature Valley, which produces a range of cereal snack bars, will become a ‘Gold Partner’ at the global tennis finals, which take place at The O2 in London from 13-20 November 2016.

The best eight qualified tennis players in the world will battle it out on court, while the partnership provides on-court visibility for the brand to viewers worldwide.

Nature Valley ambassadors will also be sampling over 100,000 bars of the new gluten-free protein range at the official fan zone on-site.

Arjoon Bose, marketing lead for snacking at brand owner General Mills, said: “Following the successful debut of our British Tennis partnership this year during the summer grass court season, we are excited to build upon this sporting collaboration to now become the Official Snack Bar of the ATP World Tour season finale in London.

“Not only does this partnership enable us to now reach a wider audience and hopefully inspire new consumers and tennis fans to discover our products, it also marks our continued commitment to a sport that shares our passion for inspiring a healthy active lifestyle. With Nature Valley Protein, we see this association becoming even stronger.’’

Chris Kermode, ATP executive chairman and president, added: “We’re delighted to welcome Nature Valley on board as a Gold Partner of the Barclays ATP World Tour Finals.

“With more than 100 million global television viewers, and a footfall of approximately 400,000 people passing through The O2 across the eight days of the tournament, the Barclays ATP World Tour Finals offers a truly global platform and a wealth of marketing opportunities for our partners. We look forward to a successful partnership with Nature Valley.”

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