Snack brand Nature Valley and the ATP have announced a new partnership with the Barclays ATP World Tour Finals, which will take place at The O2 in London from 13-20 November 2016.

Nature Valley, which produces a wide range of ‘better for you’ cereal bar snacks will become a Gold Partner at this elite global event where the best eight qualified tennis players in the world battle it out on court. The partnership will provide on-court brand visibility with both a sport and leisure-focused UK audience as well as worldwide viewers.

In addition, Nature Valley ambassadors will be sampling over 100,000 full bars of the new gluten-free Protein range at the Official Fan Zone on-site. This will give spectators a full brand-to-hand experience the snack during the course of the event, along with a chance to win prizes like a month’s supply of protein bars at the brand activation hub.

Arjoon Bose, marketing Lead for snacking at brand owner General Mills, commented: “Following the successful debut of our British Tennis partnership this year during the summer grass court season, we at Nature Valley are excited to build upon this sporting collaboration to now become the official snack bar of the ATP World Tour season finale in London.

“Not only does this partnership enable us to now reach a wider audience and hopefully inspire new consumers and tennis fans to discover our products, it also marks our continued commitment to a sport that shares our passion for advocating a healthy active lifestyle. With Nature Valley Protein, we see this association becoming even stronger.’’