Nature Valley has ramped-up its association with tennis by teaming up with forthcoming movie ‘Battle of the Sexes’ (released November 24).
The film recounts the tennis match between women’s world #1 Billie Jean King (Emma Stone) and ex-Wimbledon champion and serial hustler Bobby Riggs (Steve Carell).
Nature Valley recreated its own ‘battle of the sexes’ last week (November 17) when brand ambassador and British women’s #1 Johanna Konta took on 1987 Wimbledon men’s champion and ATP legend Pat Cash. The event was supported across print, social and digital channels.
Former British #1 Greg Rusedski was umpire for the light-hearted match, which saw Konta emerge victorious 6–3.
Cash took the defeat well, attributing his lack to success to bad bounces, bad line calls, a bad leg, a poorly-strung racket and the weather. With his tongue firmly in his cheek, he also branded his opponent “a cheat”.
Johanna Konta said: “Nature Valley bars have been in my kit since the summer and I am proud to support the work the brand is doing to inspire an active nation and getting more people in Britain to play more tennis more often.”
The brand was also the Official Snack Bar of the Nitto ATP Finals for the second year running. More than 50,000 Nut Butter Biscuits samples were distributed at the season-ending tour finale, with Nature Valley branding visible on-court to both spectators and a worldwide television audience.
