Rodda’s, the world’s leading producer of Cornish clotted cream, is serving up a sponsorship deal with the Lawn Tennis Association (LTA), which sees the brand named as the Official Clotted Cream of British Tennis.
The sponsorship was devised, negotiated and delivered by integrated marketing agency Bray Leino, which has now been appointed Rodda’s primary marketing and communications agency.
The partnership will promote the iconic Cornish brand as the ‘premium serve’ at all British LTA tournaments, including the Aegon Championships at The Queen’s Club in June. It also includes sampling and retail space for Rodda’s, and will see the Cornish clotted cream served to all LTA hospitality guests.
An on-pack promotion to support the partnership will offer consumers across the UK a chance to win one of 25 pairs of LTA British Grass Court Tournament tickets plus £200 spending money and a cream tea experience.
With almost five million annual players nationally, tennis is also the UK’s second most watched sport, attracting an affluent audience that values quality, a perfect fit for Rodda’s.
Rodda’s Managing Director, Nicholas Rodda, said: “Cornish Clotted Cream has always been synonymous with tennis and this partnership further strengthens the association. Rodda’s is about sharing special moments with the ones you love, and what’s better than doing that whilst watching a quintessential British sporting past-time. We are extremely proud and excited to be an official supplier to the LTA.”
Kate Cox, CEO of Bray Leino, added: “When you think of classic Cornish cream tea and quality clotted cream, you think of Rodda’s. The LTA partnership will allow us to build on the brand’s existing association with summer and special occasions, providing opportunities for consumers to fully experience the quality and tradition of Rodda’s. This is just the start of what we have planned.”