Explore the inside story behind how SPORTFIVE teamed up with the world’s leading yoghurt brand FAGE to bring their partnership with the LTA to life at the 2025 HSBC Championships at Queen’s.
In this Success Story:
Challenge
In 2025, SPORTFIVE were appointed on behalf of Yoghurt company FAGE, to help activate their partnership with the governing body for Tennis in Great Britain, the Lawn Tennis Association (LTA).
For the 2025 HSBC Championships at The Queen’s Club, SPORTFIVE were tasked with creating and delivering an activation concept which capitalised on rights opportunities with the LTA, tailored brand messaging to tennis fans and gave spectators a taste of FAGE's delicious yoghurt.
Solution
Leveraging our extensive experience and knowledge in brand and rightsholder partnerships, SPORTFIVE worked with FAGE to design a multi-layered activation delivery which was brought to life during the tournament’s two weeks of tennis at the historic Queen’s Club in Kensington, London.
Wanting to tap into the tournament’s unique fan engagement, the strategy centred around an immersive FAGE sampling stand at the heart of the fanzone with vibrant visuals which provided fans with a unique tennis-themed experience that maximized brand awareness and product display.
Activations were also carried out within the player’s lounge, with a dedicated branded FAGE fridge, as well as throughout the stadium with branding and signage displayed during the tournament.
To further amplify awareness, SPORTFIVE also conceptualised and managed an influencer programme which sought to showcase FAGE’s presence at the HSBC Championships and improve positive brand sentiment.
SPORTFIVE Deliverables
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Brokerage
SPORTFIVE brokered the initial partnership between FAGE and the LTA which, amongst other highlights, saw increased brand awareness through extensive court and umpire chair advertising.
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Stand Design & Build
Designed an immersive brand environment with vibrant visuals which provided fans with a unique tennis-themed experience that maximized brand awareness and product display.
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Event Operations & Staffing
Organised and oversaw full logistics schedule including stand installation, inventory management and ticketing requirements, as well as event staffing, including on-site training and the design of staff uniforms.
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Influencers & Content Creation
Conceptualised and managed influencer partnerships and on-site content capture to amplify the partnership’s reach across digital channels.
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Player’s Lounge
Created and managed FAGE’s Player Lounge activation, including conceptualising the dedicated branded fridge and managing daily inventory checks.
Outcome
FAGE launched their partnership with the LTA at the 2025 HSBC Championships at Queen’s Club in June.
Spanning across the two weeks of the tournament, the activation strongly delivered against FAGE’s objectives, with notable wins including welcoming tens of thousands of tennis fans to the FAGE sampling stand and distributing over 35,000 product samples.
Elsewhere, influencer partnerships and on-site content capture amplified FAGE’s reach and sentiment across digital channels, reaching over 172,000 accounts and generating over 275,000 views.
Activations within the Player’s Lounge were also very well received amongst players and coaches, helping to build favourable product familiarity and trust within an influential sporting audience.
35K
Product samples distributed throughout the tournament
480
Hours of brand exposure across all influencer related content
275K
Views across all influencer related content
"From strategy to implementation, SPORTFIVE's experience and knowledge of the sporting world helped bring our partnership with the LTA and the HSBC Championships at Queen's to life."
Andrea Di Martino, Marketing Director - FAGE
