BRITA x LTA 🤝
It was announced that BRITA will become the LTA’s official hydration and water partner. The partnership will see BRITA serve refreshing filtered H20 across the LTA’s ATP and WTA events in Nottingham, Birmingham, Eastbourne and the Queen’s Club in London via BRITA dispensers and refillable bottles to players, officials, and ticket holders, with refill stations courtside, in player lounges, and in public areas. This will provide all in attendance with the opportunity to reach for the reusable whilst rejecting the need for harmful single-use plastic bottles.
Proud to be the first non-single-use water brand to sponsor British tennis 🎾
The agreement marked a major milestone for sustainability in British tennis and UK sport, bringing together two organisations committed to reducing reliance on single-use plastic at major sporting events.
As the first ever non-single-use water brand to sponsor British tennis, BRITA working alongside the LTA since 2024 to provide filtered water through refill stations, dispensers and reusable bottles across its leading ATP and WTA tournaments. Now, having completed our third year of partnership, the switch from single-use bottled water to BRITA filtered water has helped remove the equivalent of nearly three-quarters of a million single-use plastic bottles from LTA events.
The partnership continues to demonstrate how large-scale sporting events can make sustainable choices more accessible for players, officials and fans alike.
Sustainability in Sports ♻️
However, without behaviour change, it is estimated that an additional 413 million single-use-plastic bottles will be sold over the next five years (2022-2026) as a direct result of marketing tricks. At BRITA we recognise the positive halo effect that marketing and advertising tactics have on polluting Big Water brands. Our partnership with the LTA, therefore, strives to help shift positive sponsorship associations to sustainable brands, transforming the conversation around sustainability in sports and highlighting sustainable alternatives as viable options.
In the UK each year, 5.5 billion plastic bottles escape recycling. Of these bottles, 55% are incinerated and 45% are landfilled. This horrifying statistic helps to drive home the current scale of the plastic pollution crisis in the UK. Last year a report by Retail Economics, commissioned by BRITA, WDC and Refill found that 70% of adults in the UK would prefer to use a reusable water bottle if it was easier to refill in public. Despite the disheartening extent of the plastic problem there still clearly exists a strong appetite to create positive change throughout society amongst consumers.
However, this underlying willingness to reach for reusable alternatives and protect the environment requires strong and continued leadership from industry.
Sustainable sipping 💧
At BRITA we therefore believe it is our responsibility to remain proactive and inspire positive behaviour change wherever possible. Over the past three years, BRITA and the LTA have shown how sustainability can be integrated into major sporting events without compromising convenience or experience.
By providing accessible hydration solutions and encouraging refill habits at venues across the country, the partnership has helped make reuse a visible and practical choice for thousands of people attending tennis tournaments each year.
As consumer expectations continue to evolve, BRITA remains committed to developing sustainable drinking solutions that help people stay hydrated while reducing their environmental footprint. Together, we can continue to make refill and reuse the norm – both on and off the court. Game, set, match. 🎾💧♻️
