Keith Prowse has pledge to put innovation at the heart of its planning process after being awarded a new six-year deal to provide hospitality services at the annual Queen’s tennis championships.

The agreement, which runs until 2023, follows a successful first four-year spell, with Keith Prowse having introduced a number of hospitality concepts at the London event. Keith Prowse has brought in Love Fifteen and The Roof Garden, which both draw on the trend for casual premiumisation, and the Club Lounge, a modern environment for business and private entertaining.

As official hospitality suppliers, Keith Prowse will continue to be exclusively responsible for the long-term product development, guest experience and sales and marketing of the Fever-Tree Championships.

The new deal was agreed with The Lawn Tennis Association (LTA), the operators of the Fever-Tree Championships, with the soft drink manufacturer having become the title sponsor earlier this month.

Andy Vinsen, chief operating officer for Keith Prowse, said: “The Queen’s Club provides the ideal setting for guests to enjoy world class tennis coupled with the innovative hospitality experiences for which Keith Prowse is synonymous.

“We are thrilled to have extended our partnership with the LTA for the Fever-Tree Championships and look forward to working closely with the team to further develop our hospitality offerings as we enter an exciting 2018 season.

“This long-term partnership allows us to plan for the future holistically, building on the success of each year and responding to ongoing customer feedback. Our clients can rest assured they will be enjoying an established product which continually evolves to offer ever-more innovative hospitality experiences.”

The company is also partnered with the Wimbledon Championships, Edgbaston Stadium, Twickenham Stadium and the Investec Derby Festival.

Stephen Farrow, tournament director of the Fever-Tree Championships, said: “With a considerable growth in demand for hospitality at the tournament, I am delighted that Keith Prowse has extended its partnership with us for a further six years and look forward to the exceptional experiences they will create and deliver for our guests.”

Image: Keith Prowse