HSBC back in UK tennis as title partner for new-look Queen's - Sportcal

HSBC back in UK tennis as title partner for new-look Queen’s – Sportcal

Posted by author January 23, 2025 Tennis

The men’s and women’s Queen’s tournaments will run between June 7 and 22. (LTA imagery)

Banking giant HSBC has struck a four-year title sponsorship deal covering UK tennis’ Queen’s Club Championships.

Through a tie-up with the Lawn Tennis Association (LTA) governing body unveiled today, the event – part of the annual English grass-court tennis season – will be titled the HSBC Championships, through the 2028 edition.

This deal comes with the 2025 Queen’s tournament set to a include a women’s tour-level event – featuring on the Women’s Tennis Association 500 circuit – for the first time in over 50 years, in 2025.

That event will run back-to-back with the traditional men’s ATP Queen’s tournament, with an overall two-week stretch of top-tier tennis between June 7 and 22.

For HSBC, meanwhile, this deal marks a return to UK tennis sponsorship – the brand sponsored the iconic Wimbledon Championships in London for many years, before being replaced by Barclays in advance of the 2023 edition.

This deal, the LTA said, has been concluded following “a very competitive tender process involving several potential partners.”

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The event will “undergo a comprehensive rebrand and refresh that will fully complement its new status,” as featuring both men’s and women’s tournaments.

Cinch, the online car-selling platform, was the previous Queen’s title sponsor, with a four-year deal having expired after the 2024 tournament.

In terms of the LTA’s commercial activity, meanwhile, early November saw the body announce a deal with Pro:Direct Tennis, which has become its new retail partner.

Ian Stuart, HSBC UK’s CEO, added: “As the tournament grows to showcase some of the best in women’s and men’s tennis, we are looking forward to helping bring this exceptional event to an even broader global audience. Our ambition is to create a phenomenal experience for athletes and fans – including exclusive benefits for our customers.”