Serving the Summer of Tennis & Yoghurt for FAGE & LTA

Discover how SPORTFIVE partnered with the world’s leading yoghurt brand, FAGE, to activate its LTA sponsorship across three high-profile tennis events: the HSBC Championships at Queen’s, the Lexus Eastbourne Open and a pop-up experience in Trafalgar Square.

In this Success Story:

Challenge

Wanting to utilise the power of sport to amplify their brand presence in the UK, Greek yoghurt experts FAGE teamed up with SPORTFIVE to help identify opportunities in the industry.

Following a detailed consultation process, SPORTFIVE brokered a partnership between FAGE and the governing body for Tennis in Great Britain, the Lawn Tennis Association (LTA).

Thereafter acting as FAGE’s sport activation agency, SPORTFIVE were tasked with creating and delivering an activation concept which capitalised on rights opportunities across LTA events including HSBC Championships at Queen’s Club, The Lexus Eastbourne Open and a pop-up event in Trafalgar Square.

Solution

Leveraging our extensive experience across brand and major sporting event activation, SPORTFIVE designed a comprehensive activation portfolio which brought the FAGE brand and product range to the forefront of tennis fans’ experiences over the space of three weeks.

Activations were centred around uniquely designed fan experience spaces, including the FAGE Yoghurt Hut at Queen’s Club and the FAGE Yoghurt Truck at the The Lexus Eastbourne Open and a pop-up event in Trafalgar Square.

Brand interaction with players was also prioritised with dedicated spaces in the player’s lounges focusing on providing healthy, protein-rich snacks in a calm environment.

With the aim of going beyond exposure, the spaces sought to provide an offering that enhanced fans’ and players’ experiences and delivered meaningful moments in association with the brand and product.

To ensure success across these spaces, SPORTFIVE delivered against a number of workstreams, including: event staffing & training, logistical planning, sample distribution, rightsholder management and content coordination.

SPORTFIVE Deliverables

Brokerage

SPORTFIVE brokered the initial partnership between FAGE and the LTA in a deal that includes activations across four major British championships as FAGE becoming the lead partner for the LTA Youth programme and Official Supporter of LTA Women and Girls.
Activation Planning & Delivery

Oversaw full logistical planning and delivery of all event operations including rights holder management, product replenishments, staff training and health and safety compliance.
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.
Influencers & Content Creation

Conceptualised and managed influencer partnerships and on-site content capture to amplify the partnership’s reach across digital channels.
Player’s Lounges

Created and managed FAGE’s Player Lounge activation at HSBC Queen's Championship and Lexus Eastbourne Open, including managing brand messaging, player access points and daily inventory checks.

Outcome

Across three weeks in June, FAGE’s partnership with the LTA brought joy, laughter and yoghurt to tennis fans, spectators and communities.

From connecting with commuters, tourists and young people from across the capital in Trafalgar Square, to providing avid tennis enthusiasts with the social space and healthy snack break they needed, the activations welcomed tens of thousands of fans and saw over 60,000 samples distributed.

On-site content capture and influencer partnerships helped amplify FAGE’s reach and sentiment across social media channels, creating compelling moments that generated over 5.5 million views.

Player’s Lounge activations further enhanced reach and sentiment with feedback amongst players and staff exceeding previous activations, helping to build favourable product familiarity and trust within an influential sporting audience.