Our Insight team designed and managed a research study to enable the LTA to demonstrate to potential sponsors the values with which their brand would be associated through partnership with British Tennis.  The research showed not only the nature of the brand association, but how tennis was able to offer an advantage over other sports in these areas.  This research then formed an integral part of the LTA’s commercial proposition – with AEGON signing up for what has become a partnership of 8 years and counting.