Nature Valley™ amplifies tennis association with Battle of the Sexes movie tie-up


Leading snack bar brand Nature Valley[1] has announced an exciting partnership with hotly-anticipated Fox Searchlight Pictures’ movie Battle of The Sexes (in cinemas 24th November).

To mark its partnership with the movie which recounts the epic 1973 tennis match between legendary women’s world #1 Billie Jean King (Emma Stone) and ex-Wimbledon champion and serial hustler Bobby Riggs (Steve Carell), Nature Valley will re-create its own ‘battle of the sexes’ in a one-day celebration at Westfield, Shepherd’s Bush, supported in print, social and digital as part of an exciting live event.

On Friday 17th November at 1pm, Nature Valley brand ambassador and British  women’s #1 Johanna Konta will take to the court to play 1987 Wimbledon men’s champion and ATP legend Pat Cash in what is dubbed as the Nature Valley Battle of the Sexes Crunch Match with former British #1 Greg Rusedski as the match umpire and master of ceremonies.

Fans can watch this match for free at the Westfield Atrium and are invited to cheer in person or catch it on Nature Valley Facebook Live.

And in keeping with the #THECOURTISYOURS initiative designed to encourage more people across the UK to get out and play more tennis more often, Nature Valley are also giving tennis fans the chance to play in their own ‘Battle of the Sexes’ tennis match on the same day at Westfield.

Johanna Konta said: “I’m excited to join Nature Valley’s tribute to this movie featuring an inspirational icon of our sport Billie Jean King – hopefully it will be a good one between myself and Pat Cash! 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.”

Arjoon Bose, Northern Europe Marketing Lead for Nature Valley at General Mills, said: “Following on from launching #TheCourtisYours campaign, we are excited to elevate our tennis conversation through this partnership with the new movie ‘Battle of the Sexes’ paying homage to a landmark event that championed inclusivity and democracy in a sport that we are proud to support. As a brand, we hope to continue to inspire anyone and everyone to go out and to have a hit because we believe tennis is for everyone no matter their age, sex and ability and that every surface is a court.’’

In another development, the brand has renewed its deal with the ATP on the back of its winning introductory partnership last year to return as Official Snack Bar of the Nitto ATP Finals taking place at The O2 in London from 12-19 November 2017.

Tennis fans will be impressed by Nature Valley’s newly launched and on-trend Nut Butter Biscuits with more than 50,000 samples being handed out on-site as well as its on-court branding visible to spectators at the season-ending tour finale as well as a worldwide television audience.


[1] Nielsen Total Cereal Bars and Healthier Biscuits Category, Total Coverage, w.e. 20.05.17

Author: kimbarnard

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