HSBC has signed to become a title sponsor for the Lawn Tennis Association’s (LTA’s) championships for women’s and men’s tennis at The Queen’s Club.
The LTA and HSBC have entered into a four-year partnership for the bank to become the title sponsor of the HSBC Championships, a new two-week event featuring both women’s and men’s tennis.
HSBC will replace online car marketplace Cinch, which was previously the title sponsor of the men’s tournament at Queen’s Club but chose not to renew its contract.
The new sponsorship deal is designed to support the LTA’s mission to enhance the visibility and accessibility of tennis, with a particular focus on the women’s game.
According to the LTA, partnering with HSBC, the UK’s leading international bank, will help attract new audiences and advance its objectives.
Meanwhile, the sponsorship also aligns with HSBC’s existing ties to the tennis world as the bank has brand ambassador partnerships with former British number one Tim Henman and 2021 US Open Champion Emma Raducanu.
Previously, HSBC was also a long-standing sponsor of Wimbledon until 2023, when Barclays took over as the Grand Slam’s official banking partner.
Following the new sponsorship, the championship will undergo a comprehensive rebrand and refresh which aims to fully complement its new status as both a women’s and men’s tournament.
Ian Stuart, UK chief executive of HSBC, said: “Tennis has the power to unite and inspire, and we are incredibly excited to partner with the prestigious LTA and sponsor the new HSBC Championships starting this June,
“Our ambition is to create a phenomenal experience for athletes and fans – including exclusive benefits for our customers – that serves up passion, perseverance and opportunity both on and off the court.”