The partnership will see Quorn continue to be the title sponsor of the Quorn Family Tennis Cup, as well as sponsor of all LTA grass court events and sampling at The Queen’s Club Championships, where tennis enthusiasts in attendance can enjoy free Quorn samples throughout the week, and take part in an interactive hub promoting the brand’s benefits.
Plus, for the first time, Quorn is launching a partnership with the LTA High Performance Team specifically to test and research how mycoprotein, the main protein source used in all Quorn products, supports the growth of muscle mass and bioavailability of protein.
James Mercer, Commercial Director at the LTA, said: “We are delighted that Quorn will continue its partnership with the LTA and stay with our family of sponsors. The Quorn Family Tennis Cup is a strategic priority for British Tennis which has helped us to get more people playing tennis and we’re keen to understand the benefits of Quorn for elite sports performers.”
Working with the LTA High Performance Team will give Quorn an opportunity to further develop the research it has started wth Exeter University, which discovered that protein found in Quorn foods may be just as good for building muscle mass as animal proteins. Researchers from Exeter University compared whey protein with mycoprotein and found equivalent bioavailability. The partnership with the LTA High Performance Team will include a commitment to continuing their applied research into this area, and use of Quorn within the dietary programmes of its high performance athletes.
Over 10,000 families across the UK have taken part in the Quorn Family Tennis cup since it launched in 2015, either at LTA grass court events or at local tournaments. The renewal of the Quorn title sponsorship means more fit and active families will have the opportunity to take part in informal and fun competitions for the next five years, as well as being encouraged to eat a healthy protein source with products such as Quorn Crispy Nuggets and Quorn Burgers.
Peter Harrison, Quorn’s Marketing Director, said: “Our partnership with the LTA is very important to our Quorn vision, which is to provide food that is healthy for our families and the planet. We also want to understand the positive impact mycoprotein can have on the growth of muscle mass, so it’s truly exciting to be able to extend our work with Exeter University.”
The partnership forms part of Quorn’s £14 million investment in the brand throughout 2018 which, alongside an increased consumer focus on healthier lifestyles and more people looking to reduce their meat consumption, will drive the growth of the UK’s meat-free category.
Quorn Foods is a global market leader in healthy, sustainable protein. Headquartered in Stokesley, North Yorkshire, the company offers a wide range of great-tasting products to appeal to the rapidly expanding group of people wanting to reduce their meat consumption. The company employs around 714 people and exports to 16 countries around the world, including Australia, South Africa and the USA. Quorn is one of the UK’s top 50 FMCG brands.
The Lawn Tennis Association (LTA) is the National Governing Body for tennis in Great Britain, responsible for developing and promoting the sport, with a mission to get more people playing tennis more often. The LTA runs and supports a network of 11,500 approved tournaments for players of all ages, the corner-stones of which are the premier grass court events leading up to Wimbledon, held in Nottingham, Birmingham, Queen’s Club-London and Eastbourne, all title sponsored by Aegon.