Brita is working with the Lawn Tennis Association to remove single-use water bottles from tournaments

With the U.K.’s summer tennis season around the corner, water filter brand Brita is transitioning from ambush marketing to establishment partner.

During last year’s grass tournament at Wimbledon, the company and its integrated agency Iris launched a short paid social and radio campaign aimed at punching up, positioning its water filters and reusable bottles as the answer to consumer concerns over single-use plastics. The idea, said marketing manager Lily Rutherford, was to put clear distance between Brita and what she terms “big water” firms such as Highland Spring and Evian.

This time around, it’s joined the sporting establishment as the official water partner of the Lawn Tennis Association (LTA), the organization that stages major tournaments such as Queen’s and Wimbledon, in the hope that it’s better for a brand to be inside the big tent than out. It’s the first time a non-single-use water brand has sponsored the sport in Britain.

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