Belgium: Inbev to re-launch Stella Artois Tennis Championships

Inbev is relaunching its Stella Artois Tennis Tournament as Artois Tennis Championships to reflect its growing range of beers, Marketing Week published March 5.

The beer company has been focusing on its Brasserie Artois range, which includes the Peeterman Artois and Artois Bock brands, over the last year and it is hoped renaming the tournament will grow awareness fo the brands.

The tournament, which is held at Queen's Club, was launched in 1979 and is traditionally seen as a warm-up to the Wimbledon Championships. Other commercial partners include Mercedes-Benz, Ellesse, Chelsea FC, Tropicana and Carte D'Or.