LTA confirms three-year Superga deal
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The LTA has announced that Superga will become its Official Leisurewear Shoe Partner from January 2021.
The Italian shoe brand has signed a three-year deal with the national governing body for tennis in Great Britain, which begins on 1 January 2021.
As part of the deal, Superga will have branding rights at the LTA’s summer programme of major events, as well as activation areas at selected events.
The terms also include an option to create and sell an LTA branded shoe, as well rights to offer a range of exclusive discounts for LTA members.
Once famous for shoes on the court, having sponsored Grand Slam winners Ivan Lendl and Adriano Panatta, Superga has a long history and heritage in tennis. The Italian sneaker brand will now be seen courtside through this partnership with the LTA.
Jason Fairclough, Director of Marketing at GLD Group Ltd, the UK License holders Superga, said: “There’s a fantastic brand synergy and alignment between the LTA and Superga: the LTA is passionate about opening up tennis, and this accessibility and universality has always been a core pillar for Superga. Our easy, comfortable shoes are for everyone, at any age, and have no boundaries; we’re excited to see where our partnership takes us over the next three years.”
Richard Daish, LTA Marketing & Commercial Director said: “We are proud to add Superga to the list of commercial partners we have announced recently as further evidence of the continued popularity and commercial appeal of tennis despite a very challenging economic climate. Superga is a respected and forward thinking brand that mirrors our values as an organisation, and we are looking forward to working with them.”