LTA rejects ATP’s Saudi partnership proposals for Queen’s Club and Eastbourne tournaments

The Lawn Tennis Association (LTA) has reportedly turned down proposals from the Association of Tennis Professionals (ATP) to form a partnership with Saudi Arabia, as disclosed by The Telegraph.

The Gulf state’s Public Investment Fund (PIF) was said to be in the final stages of negotiating a branding deal for both the Queen’s Club Championships and Eastbourne International tournaments. However, the LTA, acting as the governing body for UK tennis, has allegedly dismissed the offer.

While the Saudi company involved remains unnamed, The Telegraph suggests that a Riyadh brand would have gained “prominent advertising” during both summer events. This potential collaboration was speculated to be the initial phase of more extensive plans for Saudi Arabia in the realm of tennis, following the country’s significant investments in sports such as soccer, golf and boxing.

Contrary to earlier reports, the ATP’s proposal was not intended to replace existing title sponsors – namely online car retailer Cinch for the Queen’s Club Championships and pensions specialist Rothesay for the Eastbourne International.

The LTA conveyed its decision, stating, “We’ve declined to participate in this sponsorship proposal put to us by the ATP and PIF,” as reported by The Telegraph.

The newspaper also indicated that the Saudi-ATP proposal aimed to incorporate Queen’s Club and Eastbourne into a comprehensive sponsorship package, encompassing various events, including Masters 1000 tournaments in Miami and Madrid.

Although the rejection decision is said to be the result of the LTA board’s assessment, it is suggested that the All England Lawn Tennis Club (AELTC), the host of Wimbledon, would not have embraced such an arrangement.