Fever-Tree sponsors The Queen’s Club

Fever-Tree has signed its first title sponsorship deal with a major sporting event by partnering with The Queen’s Club tennis tournament.

Tim Warrillow (left) called Fever-Tree’s sponsorship of The Queen’s Club “an exciting and historic moment” for the brand

The premium tonic and mixer brand has signed a three-year partnership with the Lawn Tennis Association to become the title sponsor of The Queen’s Club, a major grass tennis tournament.

Taking place from 18-24 June, the Fever-Tree Championships will see top players Andy Murray, Rafael Nadal, Marin Čilić, Grigor Dimitrov and current British number one Kyle Edmund compete.

The championships will receive mainstream coverage on BBC television, radio and online, and through Amazon Prime in more than 40 countries. Fever-Tree will serve a special edition ‘Championship G&T’ during the event.

“The launch of the Fever-Tree Championships marks an exciting and historic moment for Fever-Tree,” said Tim Warrillow, chief executive of Fever-Tree.

“The annual tournament at The Queen’s Club is already a very prestigious British sporting event and this partnership perfectly reflects our values as a premium brand, celebrating a great summer of sport.

“Alongside the LTA and The Queen’s Club, we look forward to welcoming tennis fans from across the globe to the Fever-Tree Championships as they come to watch some of the greatest tennis talent in the world.”

Fever-Tree will host further brand activations over the summer at Lord’s, The Oval, The Open Golf and Lendy Cowes Week.

The brand recently reported that its full-year revenues had increased by 66% thanks to “continued strong growth” across all regions, channels, flavours and formats.

Fever-tree unveiled a new range of low-calorie mixers in the UK on-trade earlier this month.