HSBC has launched its title sponsorship of the newly reinstated women’s tennis event at The Queen’s Club with a vibrant activation in the heart of London, reaffirming the bank’s growing commitment to women’s sport.
The HSBC Championships, part of the WTA 500 series, mark the return of top-level women’s tennis to Queen’s for the first time in 52 years.
To celebrate the milestone and kick off the countdown to the tournament, HSBC and the Lawn Tennis Association (LTA) hosted a live pop-up tennis event in Trafalgar Square over the weekend.
While the unveiling of the brand-new women’s trophy made headlines, the focus was firmly on HSBC’s drive to champion female athletes and broaden access to sport.
Visitors to the pop-up event enjoyed live coaching from Tennis legend and coach Judy Murray, who shared tips and techniques on court as part of a showcase designed to engage a new generation of tennis fans.
Stuart Tait, head of commercial banking, HSBC UK, said: “HSBC has a long-standing commitment to world–class sport, and we’re honoured to begin our title sponsorship of the HSBC Championships the same year the women’s game returns to London.
“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.”
The return of the women’s competition to Queen’s aligns closely with HSBC’s broader support for equality in sport and community engagement.
As part of its sponsorship, HSBC is placing a spotlight on opportunities for women both within professional sport and across grassroots participation.
Laura Robson, Former British Tennis Player and tournament Director, welcomed the return of The HSBC Championships and live activation at Trafalgar Square, saying: “As a passionate advocate of women’s sport, and tennis in particular, working with HSBC to bring women’s tennis back to Queen’s is a huge moment for both women and tennis.
“Tennis is a sport for everyone so it’s important to see that representation on the court and that showed today at the Trafalgar Square activation, with so many people of all ages eager to experience the fun of taking to the court.”
The new trophy, revealed at the Trafalgar Square event, was created by luxury silversmiths Thomas Lyte and was designed in collaboration with the LTA’s four female Tournament Directors and tennis legend Olga Morozova.
Symbolic in its height and form, the trophy pays tribute to the history of the women’s game while looking confidently to the future. The 52cm height nods to the 52-year gap since women last competed at Queen’s, and its matching 76cm plinth aligns it with the men’s trophy, reinforcing a message of parity.