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Local News Archive
To return to the news articles click here. Artois Tennis Championships Puts Sporting Focus on Family of Brands05 March 2007 - InBev UK is putting the summer sporting focus on the successful Artois family of beer brands – by serving up a new title for the longest-running major tennis sports sponsorship in Britain.The famous summer tournament has been re-named the Artois Tennis Championships in recognition of the development of the Artois “family” of beer brands which has expanded to include Stella Artois, Peeterman Artois and Artois Bock. The event, which celebrates its 29th year in June, has been known as the Stella Artois Tennis Championships since its launch in 1979 and has become a highlight of the British sporting summer. Devin Kelly, Marketing Director of InBev UK says: “We are reflecting the evolving nature of the Artois brand, which has now grown to include a family of premium brands, with the sponsorship of the 2007 Artois Tennis Championships. “This sponsorship is one of the most successful ever undertaken in Britain – and has played a major role in establishing Stella Artois as the No 1 premium lager in the on-trade and the No 1 alcoholic drinks brand in take home.” The 2007 Artois Tennis Championships will take place from June 11-17 at the Queen’s Club, London. It will once again attract international stars of the game including Rafael Nadal, Andy Roddick, Lleyton Hewitt and the home challengers, Andy Murray and Tim Henman. Kelly adds: “The premium nature of the tournament will reinforce the credentials of the family of brands to a key audience of consumers during the summer peak for lager sales. Extensive media coverage will also boost consumer awareness and underline the premium nature of the Artois family to a key audience of lager drinkers.”
Annemarie Penderis/Rebecca Demott
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