Power of partnerships
Helping each other increase the reach
From 2000-2006, I headed up the marketing team at the Lawn Tennis Association with a focus on grass roots tennis and the development of Mini Tennis, now a UK standard for children aged 4-10. Attracting sponsors for LTA programmes and working with them on joint marketing programmes was a key strategy and strong relationships were built with the likes of Britvic, Powerade and Kia.
Most significant was Procter & Gamble’s major sponsorship of tennis through its Ariel brand. A successful marriage of tennis content and Ariel's heritage helped make it one of P&G’s most successful campaigns, achieving record sales and resulting in an increase of 1.7 million people playing tennis