TENNIS
GAME, SET AND MATCH AEGON CHAMPIONSHIPS
We talk to tournament director, Chris Kermode and Arena Structures project director Ron Smith to find out how The Queen’s Club is transformed into an international sports venue for this annual, week-long event in the run-up to Wimbolden
In recent years, the tournament has
expanded to utilise every square inch of the Queen’s Club and ensure that it fulfils its potential. Sponsored for many years by Stella
Chris Kermode AEGON Championships’ tournament director
What are the Lawn Tennis Association’s (LTA) main aims in staging the AEGON Championships at The Queen’s Club? For one week every year in the run- up to Wimbledon, The Queen’s Club in London needs to be transformed from a members-only club into an international sporting venue, which welcomes more than 60,000 spectators, and attracts many of the world’s best players. Some of the most celebrated champions in tennis history appear on the club’s Roll of Honour – including John McEnroe, Pete Sampras and Boris Becker. The LTA’s goal is to grow and sustain
British tennis and we deliver world- class events in order to help achieve
this. The AEGON Championships enjoys a high profile and is an important part of our commercial programme. The success of these events allows the LTA to invest more money into the sport in this country. The tournament has featured virtually every significant player in the sport and the LTA is committed to seeking and maintaining the growth of the event’s world-class appeal.
What were the key tournament developments in recent years? The AEGON Championships is a sell- out event, but every year we attempt to improve the experience for our spectators and hospitality guests.
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Artois, the event was renamed the AEGON Championships in 2009 as part of a new partnership between the LTA and AEGON – the global life assurance and pensions firm. During that time the tournament re-branded accordingly, which meant changing the event’s l ivery from red to blue. Such has been the success of the
tournament since AEGON’s introduction, the event was shortlisted for Best Sponsorship of an Event or Competition at the Sport Industry Awards. The tournament has a broadcast
partnership with the BBC, which ensures at least 20-hours of terrestrial television coverage in the UK and further significant coverage on BBC Radio 5 Live and the BBC Sport website. The tournament is also covered live by Eurosport, and receives huge interest from national and international print media – generating front-page news
Issue 2 2012 © cybertrek 2012
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